300+
customers activated and served
4
stores - same day
Challenge Creating a red thread between openings
Opening a store is always a big deal. But opening several at once, across different locations in the city, is a different challenge. For H&M, this meant launching a new Beauty flagship on Drottninggatan, a re-opening on the same street, a premiere at Mall of Scandinavia, and a brand new store on Götgatan. The challenge was to make each opening feel unique, yet part of a shared day of celebration.
Our Proposal Breakfast, croissants, and spin the wheel
On Drottninggatan, we rolled out our branded event moped filled with red croissants, smoothies, and coffee. Three of our event staff served customers and created a colorful start to the day. At H&M’s other store on the same street, one of our café bikes was stationed, where two staff ran a spin-the-wheel contest with prizes like gift cards, discount codes, juice, and flowers.
At Mall of Scandinavia, the H&M Beauty opening became a breakfast event. Five event staff handed out coffee, water, sandwiches, and goodie bags to the first customers in line.
On Götgatan, we also had an event moped on site, again with spin-the-wheel as the main attraction and the same great prizes as on Drottninggatan. Two event staff ensured the contest ran smoothly and that the opening was framed in a way that attracted both passersby and those coming specifically for the launch.
Our Approach How we kept the red thread running
Our role was to tie the openings together with our vehicles and staff. The mopeds and bikes gave each store a clear focal point, drawing attention and creating energy on site. With 12 event staff out at the same time, we could staff every location with the right vibe, whether it was serving, handing out breakfast, or running a contest.
The red carpet was rolled out at every store, and together with our activations, this created a unified sense of premiere. Even though the openings happened at different places in the city, they felt like parts of the same big event, all connected by the same red energy and our presence on the street.
Results Four stores – one result
Four stores, four different setups, and several hundred customers who participated on the same day. By combining serving, contests, and our branded vehicles, we created a launch atmosphere that was felt all over Stockholm. In total, 300+ people were activated, from breakfast queues at Mall of Scandinavia to spin-the-wheel on Götgatan. The result was store openings that drew big crowds and gave H&M a strong presence throughout Stockholm.
