H&M
Defining a new customer experience
Details
H&M is a global fashion brand dedicated to liberating fashion for the many. The brand's stores serve as global distribution channels—a key strength—but required a new concept to align with a refreshed brand strategy. This new direction aimed to enhance flexibility, relevance, and profitability across diverse locations.
At the heart of this transformation was a profound collaboration between BAS ID and H&M, with a 50/50 partnership driving innovation. BAS ID is proud and deeply thankful to have worked so closely with H&M’s talented team. Together, we co-created a new concept that elevates the customer experience holistically.
The primary challenge was to strengthen the brand and attract a younger, high-fashion audience by reimagining the global in-store experience. The solution was not only dynamic and modular, allowing local adaptation, but also visionary—encompassing assortment, layout, space design, and digital layers.
Key achievements:
A stylish, dynamic concept.
Elevated product presentation.
A reimagined customer journey.
A coherent in-store communication strategy.
We remain inspired by this partnership and the shared commitment to creating meaningful, scalable experiences that resonate with today’s consumers.
Services
Spatial Design
Strategy
Year
2024
Hand in hand with the development of the store concept, we created a new in-store communication strategy designed to elevate the entire shopping experience. Each communication format was seamlessly integrated into the concept, with a clear purpose and a defined place. Together, they guide and inspire customers throughout their journey in the store, strengthening both the brand experience and driving business growth.
