H&M and Dept have won the Best Metaverse UX at The Drum Awards for Metaverse

H&M conquers metaverse with its first virtual showroom. Together with Journee and DEPT, H&Mbeyond created a first-of-its-kind virtual space for meaningful exchanges with the B2B target group (press/media, influencers), events and concerts for B2C, as well as immersively showcasing its latest collection. H&Mbeyond is the innovation hub of the well-known Swedish fashion company H&M Group. Together with startups and innovators, its team drives forward future-oriented projects. H&Mbeyond approached DEPT with the idea of expanding H&M’s physical showrooms with a digital showroom. Based on the former, it should reflect the brand’s identity and values, just virtually instead of physically. A space without opening hours, where a wide variety of target audiences such as influencers and stylists, customers, employees, and the press can meet and learn more about H&M and its collections. The Virtual Showroom was to serve as a central point for meaningful exchanges in an immersive environment. Targeted tours by the H&M showroom team were intended to inform the audience about current trends and topics such as sustainability and new, innovative materials.