Align
H&M - Kick Off

Task & Goals
The goal of the H&M Kick-Off was to present the strategic plans for the fall/winter collection and the brand relaunch to colleagues from the Central Europe region. Background: The F/W  collection marked a renewal of H&M’s fashion aspirations. With rich tones, high-quality materials, and design-oriented silhouettes, the collection presented a special season for H&M. In addition to communicating strategic goals, the focus was on creating an immersive and inspiring atmosphere that strengthens team spirit and further fuels enthusiasm for the brand.

Idea & implementation
The event took place at the Altonaer Kaispeicher in Hamburg, which was decorated with themed elements such as scent installations, beauty corners, and art installations. The location was transformed into an inspiring brand space that allowed participants to fully immerse themselves in the brand world through a modern lighting concept, customized decorations, and interactive areas.
A structured daily schedule that included presentations, interactive workshops, and keynotes supported the event’s objectives. Highlights included talks on fashion trends (“Fashion Right Now” with Vogue), insights into the new collections, and presentations on how H&M creates a seamless and inspiring customer experience through digital innovations and experience-oriented stores. The “Beauty Corner” and other themed stations allowed participants to experience the brand in a multisensory and emotionally tangible way.

Result
The kick-off event was attended by around 250 participants and received consistently positive feedback. The immersive design and detailed planning of the day’s schedule created a unique experience that impressively presented the H&M brand in its new direction and clearly anchored the core strategic messages. Participants felt motivated and well-informed to implement the strategic goals in their respective roles. The relaunch was successfully communicated as the starting point for a new phase in brand development.