H&M Innovation Metaverse Design Story, H&M’s most circular collection to date, took place last night in Madrid as part of the Innovation Stories project.
H&M created a futuristic atmosphere that blurred the boundaries between the physical and the digital. The collection was displayed in a hybrid space through holograms and the physical collection. Guests were treated to a space that blended greenery and technological devices, helping to show how the physical and digital worlds will be closely intertwined in the fashion of the future.
Digital artist @urticae_ presented an interactive installation based on the four elements of nature, translating them into the digital world. Using kinetic technology, the movements of the guests altered the digital space and transformed it into an immersive experience. The event took place at the Nave La Mosca. The event brought together leading names such as the singer África Adalia, the actress Penélope Guerrero and the Tiktoker Marina Rivers, among others.
DJs @tinalambardeta and @anonanadia, members of the Madrid collective @karnekulture, entertained the audience with a session characterised by glitch and ambient sounds, in line with the atmosphere of the event. As if that wasn’t enough, New Zealander @aridni_orca set the mood for the evening with an acoustic harp performance.
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