How could we create high engagement with H&M's World Recycle Week event and use interactivity to highlight the brand’s commitment to a greener fashion industry in the flagship Oxford Circus store?
We created two installations with over 50 Pavegen tiles located at the store entrance and beside the fitting rooms. These harnessed the energy of shoppers as they browsed and recycled old clothing in exchange for 30% reductions. The energy generated powered an interactive lighting display in the shop windows.
The campaign reached thousands of customers for the duration of World Recycle Week, successfully promoting H&M's pledge for a closed-loop supply chain with the idea of re-using a portion of their kinetic energy as off-grid electrical power.