You wouldn’t think twice about recycling glass, a PET bottle or newspaper. But the sad truth is that 87% of clothing ends up as landfill - globally. To help fight climate change, fashion needs to change. H&M is on a mission to do this, by bringing circularity into the heart of the retail experience. Together with the Hong Kong Research Institute of Technology and the H&M foundation they developed Looop - the world’s first in-store garment-to-garment recycling system. To change how we all see our old garments, not as waste, but a resource. And their end as a new beginning.

A stunning glass box was created to house Looop to reveal the remake process to all. Via an intuitive app, customers can remake with Looop, selecting size and from 1 of 8 ready-to-wear designs that Looop recycles their preloved garment into, right in front of their eyes and without water or chemicals. Opposite the machine, eight giant screens balancing on the floor, display the end-to-end process within the recycling system. All eight steps depicted at a macro-level as beautifully animated loops, brought to life as customers walk by. ASMR sound showers enrich the animations to create a truly immersive and sensory experience. A striking red yarn installation weaves its way through the store, up from the ground floor, working as a way-finder, to bring customers into the remake space. While an accompanying website brings this revolutionary recycling system and its story to a global audience.