Fashion brand H&M has transformed Westfield Stratford’s bustling pedestrian bridge into a festive branded walkway.
The eye-catching 130 metre installation offers visitors an array of fashion and gifting ideas, timed to celebrate the reopening of H&M’s new concept store on 21 November.
The takeover, created by London-based Oliver Agency, showcases must-have products from the brand’s gift guide, capturing attention as shoppers approach one of the UK’s busiest retail hubs.
Hannah Townsend, Media Lead at H&M, commented: “The Stratford Bridge takeover is an exciting new site for H&M, bringing to life our wide range of products and delivering unparalleled visibility at a key retail destination in a fun and festive way.
“December is such a busy time for brands, so we knew we had to go big to announce our new store opening. Customers can look forward to new smart store services, including interactive fitting rooms, fitted with screens that recognise products, offer tailored styling tips, and let customers easily request different colours and sizes at the push of a button.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
As the first of its kind in the UK, H&M’s newly renovated Stratford store boasts enhanced omnichannel services, smart store features, mobile checkouts and interactive fitting rooms.
The Stratford Bridge Walkway is part of a broader campaign planned and booked by the7stars and featuring across large-format and digital out-of-home sites across key cities and retail spots nationwide.
Olivia Biddiss, Account Manager at the7stars, added: “H&M’s strategy this holiday season is all about standing out in a crowded landscape. By using a combination of unique cherry-picked premium OOH sites like Stratford Bridge, Old Street Roundabout, and the Trafford Arch in Manchester, and the ubiquity of Digital OOH screens, we’ve created a campaign that not only drives fame but ensures frequency of messaging across key cities.
“Collaborating with Sheerluxe has further enabled us to connect to our core audience of ‘fashion aspirers’ to spotlight H&M’s stylish gifting ideas this season.”
