As one of the biggest H&M stores in the UK, H&M enlisted The Flash Pack to create a socially focused experience to celebrate the grand opening.
The aim was to increase footfall to the store and generate hype around the opening.
It was important to H&M that the activation encouraged consumers to share their content to social media with the event hashtag.
The activation began at 9am on Friday the 16th September with customers queuing for the 11am store opening.
Entertainment outside the store was provided with performances from the magician and breakdancer, Magical Bones and an opportunity for guests to have their portrait drawn by a digital caricaturist.
The first person at the front of the queue at the time of the store opening was presented with a £500 H&M voucher, with an additional 400 in the queue receiving an H&M goodie bag and 25% off instore purchases.
The Flash Pack created an ‘H&M selfie’ photo opportunity by installing a ring light in front of a branded H&M backdrop for each consumer to have their own photo snapped as they entered the store.
Consumers were encouraged to share their H&M selfie or digital charicature using the hashtag #HMInstaTreat to win either a £10, £20 or £50 H&M gift card, dispensed via an Instagram powered vending machine.