H&M's holiday popUP at Utrecht Centraal dressed a station in dancing 3D gowns

Translate the 'Togetherness' holiday campaign into a digital-and-physical activation at the Netherlands' busiest station in the weeks before Christmas.

Created with digital-out-of-home specialist blowUP media and agency Natwerk, the Holiday Experience interpreted the 'Togetherness' campaign as a digital and physical world at Utrecht Centraal: H&M garments came to life in a wintry setting with dancing dresses, paillettes and a glinting belt rendered in 3D, and visitors could immerse themselves in the scene.

blowUP media reported more than 5,000 people visited the Holiday Experience, and the activation drew wide social media attention under #hmholiday.

In the run-up to Christmas 2023, H&M Nederland brought its Holiday campaign to Utrecht Centraal station with an interactive activation. Working with digital-out-of-home company blowUP media and advertising agency Natwerk, the retailer created a digital 'popUP experience' around its Holiday campaign.

The Holiday Experience was a digital and physical interpretation of the 'Togetherness' campaign: H&M's fashion came to life in a wintry environment with dancing dresses, sequins and a sparkling belt rendered in 3D, and visitors could step into and immerse themselves in the digital world.

According to blowUP media, more than five thousand people visited the Holiday Experience, and the activation generated considerable attention on social media under #hmholiday.

Utrecht Centraal put the activation in front of a mass commuter audience at the peak of holiday travel.

Christmas retail ads blend together, so a walk-in winter world made the 'Togetherness' feeling physical.

Garments rendered as dancing 3D objects showed the collection's movement and glamour better than static posters.

The shareable #hmholiday moment let visitors do the amplification from inside the scene.

A DOOH panel becomes an activation when it wraps the visitor: render the collection as a place people can stand inside, not an ad they walk past.

The activation ran around Christmas 2023, closing out the year with blowUP media reporting 5,000-plus visitors and ongoing social buzz under #hmholiday.