H&M, twenty-four hours in Mayfair

H&M

One collection. Two sides of Mayfair. Twenty-four hours of H&M. Most launches last an evening. For H&M’s Holiday Collection, we created an experience that lasted from check-in to check-out.

The word RESONATE in large, light blue, blurred capital letters.

Two Sides of Mayfair

It began at Claridge’s. Key press, media and talent arrived to individual itineraries, curated room drops, bespoke gifting and spa treatments. A quieter, more personal introduction to the collection before the night changed pace.

Mayfair After Dark

Then, NYX Mayfair. We transformed the Eclipse Lounge with a creative direction inspired by the Blitz Club era. Mirrored plinths, sculptural florals in deep blue and purple, fashion rails and illustrated menus created a more expressive world for the collection. Sasha Keable performed live as dinner moved into drinks and the room found its rhythm. The next morning, the experience returned to Claridge’s, with breakfast, room service and departures completing the 24 hours.

From Quiet Luxury to After Dark

Behind it all, our team managed every invitation, itinerary, hotel stay, treatment, transfer and individual request, alongside the creative and production of the launch itself. From room drop to room service. One seamless H&M experience, built to last beyond the party.