H&M
Global Experience Design
Creative Lead; Creative Direction; Concept; Strategy, Content; Project Management
Stockholm, Sweden
The projects below correspond to some of the developments during 2022/2023 work as Global Experience Design Creative Lead in the Customer Experience & Sales Unit at H&M Global Office in Stockholm, Sweden.
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Behind the scenes
INTERACTIVE FITTING ROOM 1.0
H&M Store: Barcelona Passeig de Gracia, Barcelona (Spain)
Creative Manager: Johan Holm
Creative Lead: Tiago Oliveira
Development/ Production: Outform
Music partner: Ohlogy
The project
Our goal was to create an Interactive Fitting Room that would estimulate our young ladies (Divided customers) to go in with friends and share that experience online.
During that fitting room interative experience, the customer once in, can choose between different colour lights, lights animations and music to play while they try their clothes.
Launched on May 2023.
Responsibilities
- Creative Direction on project (final design, music, colour and light animations)
- Drafting and coordinating the UX/UI Design of the screen.
- Follow up prototype process (building and timeline)
Results
It has been a great success among our target audience, with always a long que outside and according to them, that's "the coolest fitting room in Barcelona".
Our customers started to share their experience and teach people on how to get to the fitting room making, organically, the posts on TikTok reach over 20mi views.
See below some of our customers' video posts.
INTERACTIVE FITTING ROOM 2.0
H&M Store: Kurfürstendamm, Berlin (Germany)
Creative Manager: Johan Holm
Concept/ Ideation: Tiago Oliveira
Creative Lead: Tiago Oliveira (IFR) & Anders Lyckmann (Store)
Development/ Production: Lux Lumen & SNAFU
Music partner: Ohlogy
The project
This is an upgraded version of the previous one (above) where now there are instead of lights
around the mirrors, screens on both floor and ceiling creating a more immersive experience.
Launched on November 2023.
Responsibilities
- Creative concept and ideation
- Creative Direction on project (final design, music, content on screens)
- UX/UI Design of the screen.
- Follow up prototype process (building and timeline)
VIRTUAL MANNEQUIN
H&M Store: Passeig de Gracia, Barcelona (Spain)
Creative Manager: Johan Holm
Creative Lead: Tiago Oliveira
Project Manager: Raymond Roybal
Development: Outform
Graphic Animations: Hirsch & Mann
The project
Using a screen that gives a illusion of 3D impression that allows people to perceive the models as if they were in the front of them, we made shootings of our collections trying to combined a real life impression while still being inspirational.
Responsibilities
- Creative Direction on shootings
- Creative Direction on project (final design, music, colour and light animations)
- Drafting and coordinating the UX/UI Design of the screen.
- Follow up prototype process (building and timeline)
UX Demo
TRIPODS
H&M Store: Stockholm, Barcelona, London, Antwerp, Dublin, Berlin and NYC.
Creative Manager: Johan Holm
Creative Lead: Tiago Oliveira
Development/ Production: Outform
The project
The tripods are mobile screens that serves the purpose of supporting the garments on our stores, showing our collections outfits in it on a more modern and flexible way.
Responsibilities
- Facilitate the process:
1.Together with our supplier responsible for uploading the content, we created a easier way for the BUs to upload their content and follow up the timeline
2.Created a more smooth process for the stores to contact who in charge of fixing possible issues with the tripod by sending indivual stickers with a manual on how to fix the issues and where to place correctly every screen
- Feedback ad follow up prototype updates made by the supplier with the goal of having not only a beautiful design piece in store but also easy to use by the H&M store staff.
STORE CONTENT STRATEGY
H&M Store: All screens in all H&M stores globally
Creative Lead: Johan Holm
Concept Strategy: Tiago Oliveira and Victor Soderberg
The project
This was a proactive initiative that was born from the needs of unifiying, organise and stablish goals to the contents appearing on the screens at the H&M stores.
The goal was to stablish the right purpose for each screen based on its size, location and cross it together with the content produciton demand.
We had to rediscuss and review every single screen at every H&M store to be able to align under the new Content Strategy, not only the new screens and new store openings but also the current screens globally.
One of the results of that project was redefine the in-store design screen decisions to be more in line with the content creation and the content startegy itself.
Responsibilities
- Meet with different stakeholders to get a overview from different points of view to understand the teams needs and problems
- Guarantee that the strategy will enhance the customer journey
- Creative understading of content production
- Clusterise new aspect ratios for the screens before in-store design
- Collaborate with the Business Strategist on the project strategy and presentation making
ROPE LIGHTS
H&M Store: Barcelona, London, Antwerp and Berlin.
Creative Manager: Johan Holm
Creative Lead: Tiago Oliveira and Jenny Becker
Development/ Production: Outform
The project
Together with the Experience Design and In-Store Design teams was found that solution on a way to both decorate and light the store on a beautiful and flexible way.
Those rope lights are RGB LED built and have a media player connected to it. This allows us to create different animations utilising endless colours options.
The result was to make the colours being adapted during the daily hours to better fit the customer mood on different moments of the day and to complement and enhance some areas of the store as such as "The Gallery" at the store in Passeig de Grácia (Barcelona, Spain).
Responsibilities
- Collaborate with different stakeholders at H&M to get to the best rope design choice
- Creative Lead the project (final design, colours and light animations)
- Define the colours under certain periods adapting it to our campaigns
- Define colours for the always on in-store
- Define animations (such as tempo and colour transitions)
©Tiago Oliveira 2023