For H&M Austria, Makom developed XXL eye-catchers: giant shopping bags with H&M branding conceal a cinema inside a shipping container, and a smaller carrier bag complements the campaign or stands on its own. Everything from one source – from idea to realisation, including mounting, dismantling and storage until the next use.
Size: 6 × 3 × 6 m · Material: shipping container, steel structure covered with PVC-free textile prints
Spring 2012: pop-up cinema at the MuseumsQuartier Vienna
Sofia Coppola’s commercial for the “Marni at H&M” collaboration was shown inside an oversized carrier bag in Marni style – a giant shopping bag outside, comfortable seats inside.
Summer 2012: beach feeling at the MuseumsQuartier
For the next run we built a beach as well – matching the new swimwear collection. This time the cinema was all in white.
Small but mighty
The smaller XL bag (2 × 1 × 3 m) was used at the first H&M Marni event; more were shipped to Zagreb and set up at a store opening in Zurich.
