The Swedish fashion group H&M opens a virtual showroom.
In the digital space, H&M is presenting selected collections in “high visual quality as photo-realistically rendered 3D fabrics,” said the digital agency Dept, with which the fashion group implemented the project. Additional animations are intended to simulate the movement of the innovative materials. The basis for the showroom is provided by the Journee platform, which offers the possibility of creating a hyper-realistic metaverse.
“H&M’s virtual showroom is intended as a space for brand activations such as fashion campaigns. They will come to life in a whole new and exciting way by integrating innovation, digitization and sustainability,” said Thorsten Mindermann, Regional Manager H&M Central Europe.
The virtual showroom, which was created under the direction of the Berlin innovation hub H&Mbeyond, was launched on April 5 as a pilot project in Central Europe and has now opened its doors to invited guests. They can move within the virtual showroom and exchange ideas with other visitors.
“We are at the beginning of a new digital era. Brands now have the ability to create virtual worlds from the ground up and translate the customer experience into an entirely new reality,” said Jan Gutkuhn, Managing Director at Dept. “We are very excited to partner with H&M, who are pioneers in technology and marketing at the forefront of digital innovation.”
The new virtual showroom follows media reports from early January that H&M was set to open a store on Metaverse platform Ceek City. A spokesman for the clothing retailer confirmed to FashionUnited at the time that this was a misunderstanding.