H&M – Retail display

Renowned for creating exciting windows that wow high street shoppers, fashion retailer H&M takes its store displays very seriously.

Refreshed on a fortnightly basis to reflect new ranges and seasonal trends, the high-concept displays are aspirational with a healthy twist of humour and theatre – all of which is aimed at bringing the retailer’s clothing to life and enticing shoppers through the door.

When Triplar was invited to build furniture and props for a window display campaign in the brand’s German stores this autumn, Managing Director Tim Rodwell knew an exciting challenge lay ahead.

“Developing a range of bespoke display items for the windows was a great challenge for us. In a short timescale we had to prototype the items and agree on the materials and finishes that H&M’s design team were looking for,” commented Tim.

The window display focuses on the brand’s Divided clothing range and the display equipment required included shelving units in a range of finishes, powder coated metal fixings, as well as styling features including wooden ladders.

Set to feature in several hundred of the brand’s 369 German stores, maintaining consistency was vital to the success of the project.

Tim added: “We knew of the importance of consistency with each element; it was vital to the success of this project, so the manufacturing process had to be closely monitored and checked.

“The final challenge for us was a logistical one: ensuring every item of furniture reached the right location and that the mix of items was bundled correctly for each store.”

While the Triplar display team will have to wait until later this year to see the fruits of their labour, H&M is pleased with how the project has progressed so far.

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