Leyard equips H&M’s redesigned flagship store
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One of Europe’s largest indoor LED screens, it was installed by London-based LEDTek Solutions. The LED screen, which frames a set of escalators and fills the entire rear wall of the store, has been designed to showcase a series of progressive and stylish digital materials that complement the aesthetic of the brand and act as an extension of the H&M’s elevated architecture, encouraging people to enter the store when seen from afar.
Created by London-based design and technology studio Hirsch & Mann in collaboration with H&M and with the support of the Creative Coding company Variable, this system continuously evolves throughout the day by responding to customer activity on the escalator. This constant live generation of materials results in unexpected, dynamic visuals dancing across the 4200 pixel wide by 3536 pixel high 2.5mm Leyard LED screen in rich double 4K detail.
“The artwork’s materials have been curated to be highly glossy in their aesthetic, allowing them to reflect lighting and colours of digital environments within their 3D scene, as well as have more depth,” explains Daniel Hirschmann, CEO at Hirsch & Mann. “Their appeal is also in their ability to behave as a physical fabric might do when manipulated in real life, with the virtual, directional wind within the 3D scene allowing the partly-floating curated materials to gently move by default, and to become more dynamic every time an H&M customer uses the store escalators to move between the ground and the first floor.”
The artwork’s flexible content management system allows for various modes to be showcased on the Leyard LED canvas throughout the week. These can range from subtle grey and pink shades during weekdays to shiny silver and golden hues on Friday evenings giving “a chance to celebrate the start of the weekend with a larger number of customers in the store,” says Hirschmann.
“We are thrilled to see our LED solution as the centre piece at H&M’s flagship store in one of the world’s most prestigious lifestyle destinations – London’s Regent Street,” says Leyard Europe’s Luke Marler-Hausen. “We were approached with a unique set of challenges that suited our products perfectly. The wall also had to be installed in a very tight space which was less than 30cm from the wall to the escalators, so it needed to be bright, to be delivered in a very short time span and be super dependable.”
