This summer pop-up store appeared for two days only along the coast of a Netherlands suburb Scheveningen. The wooden container boasted an overhead skylight that flooded the space with light. One face of the box opened directly onto the beach, attracting passersby wth the latest summer fashion. This simple retail venture was a collaboration with Wateraid, an international NGO dedicated to the provision of safe water and sanitation for the world’s poor, and 25% of all profits were donated directly to the organization.
The company’s dramatic approach to its retail experience that appeared and disappeared within a blink of an eye proves that it wants to become a fixture in both the consumer psyche and urban environment.
Client: H&M in Scheveningen, Netherlands, 2011
Source: Brand Spaces / gestalten