H&M: 3D projection mapping in the city centre in Amsterdam

H&M brought their flagship store in Amsterdam to live with a 3D projection mapping on the historic building. For over 3 minutes, guests and a gathered crowd enjoyed a surreal fairytale of light and magical effects. A red ribbon, wrapped around the building, untangles and transformed the building into a colorful dollhouse where nothing is what it seems.

Advertising Agency: Muse, Amsterdam, Netherlands
Creative Director: Sander Ejlenberg
Concept: Liat Azulay
Art Director: Phila Beroud
Design: Elano Collaço do Monte Teixeira
Account: Julien Rappy, Mich ael Littaur
Project management: Wouter Donkers, Machiel van der Heijden
Published: November 2010


thedesignaddict's picture
5415 pencils

Nothing new, but nicely executed!

Guest's picture

I prefer Ralph Lauren because has a concept
This is nice, really nice... But say nothing (personal opinion)

Guest's picture

This is really cool. My husband is into lighting and projection, and as an illustrator, I can appreciate the animation and precision of the project. My question is, other than to entertain, what was the point of the display? Was this a special event and was the clip the introduction? I can imagine this would be very effective at a grand opening or something like that where you woukd want to entice people inside.

Gilda Horgan

sirvan's picture
29870 pencils

Way way way better than the Saks 5th Ave one. Shame on you New York!


"I love some things, and don't love some other things."

Guest's picture

Good. But Samsung did a better job last year...

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