H&M – Immersive Fitting Room

CONCEPT CREATION / CREATIVE DIRECTION / UX-UI DESIGNER

H&M IMMERSIVE FITTING ROOM

As Creative Lead, I led the concept, creative direction, and cross-functional development of the Immersive Fitting Room
— collaborating closely with dev, marketing, and store teams across Berlin, Seoul, Barcelona and NYC.
The IFR was designed to elevate the H&M in-store experience and deepen the way customers connected with garments.
Inside, shoppers could select from different moods, each offering a curated mix of videos and music to accompany their try-on moments.

Unlike the earlier Interactive Fitting Room version in Barcelona (see bottom of page), this evolution replaced mirror lights with floor-to-ceiling screens
— creating a fully immersive environment that transformed the fitting room into a content moment.
The concept became an instant success, often drawing long queues, with customers calling it "the coolest fitting room in the city."
The experience spread organically through social media.

On TikTok alone, the space generated more than 11 million views, over 1.5 million likes, over 150,000 shares, and nearly 14,000 comments.

Stores: Berlin, Seoul, Barcelona and NYC.

NYC (Times Square)