H&M Beach Pop-up Store

June 20th, 2011 by retail design blog

We usually find tropical sun-drenched beaches more alluring, but this season one euro resort briefly managed to trigger our interest. Last weekend the Hague’s coastal suburb of Scheveningen played host to a two-day H&M pop-up store full of summer goodies. The retail venture was a collab with Wateraid, an international ngo dedicated exclusively to the provision of safe domestic water, sanitation and hygiene education to the world’s poorest people.

The collection that was available at the pop-up store consisted of beach essentials for men, women and kids, such as shorts, summer dresses, espadrilles, and all in shades of blue, the colour of water. Mind you, 25% of the sales proceeds went directly to Wateraid. Location: Zwarte Pad [Scheveningen].


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