H&M devises immersive audio-visual experience for London festival

H&M is showcasing an immersive art, music and 3D photographic experience for London festival Field Day, in partnership with photo experience agency The Flash Pack.

H&M and The Flash Pack: creating an immersive art experience for London festival
H&M and The Flash Pack: creating an immersive art experience for London festival

The interactive experience - called The Electric Jungle - will be open on both days of the London festival, which takes place this weekend, 11-12 June. It is aimed at encouraging exploration, interaction and sharable content.

This activation incorporates bold patterns, art features and a light installation that will carry some subtle H&M and Field Day branding. Street artist and beatboxer Harry Yeff AKA Reeps One has been commissioned to create the interior’s graphic pattern and curate the soundtrack for the experience. 

The focal point of the space will be the styled 3D photo experience. Once the festival goer’s photoshoot is complete, they will head to a social upload area, where they can share content from 27-inch touch screens.
 
Tyson Benton, creative director of The Flash Pack said: "H&M is a longstanding client and we are working directly with them to create the whole experience. The interior will be a canopy of foliage echoing the colours and botanical patterns featured in H&M’s Spring/Summer 2016 Divided Collection. Reeps One’s involvement is very exciting. We felt his creative influence embodied the H&M collection, making him the perfect fit for this project."

More: In pictures: H&M goes green for World Recycle Week

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