Horizon FCB Dubai created and produced an epic-scale project to celebrate the H&M spring collection launch. The tallest building in the world, Burj Khalifa, was used as the unmissable backdrop to showcase the fashion collection that focuses on sustainability.
This magnificent event was introduced by Grazia Middle East Editorial Director, Alison Tay, and the illumination of the show was opened by the Swedish Ambassador to the UAE, Bahrain and Kuwait, His Excellency Henrik Landerholm. The collection itself was also on display at an H&M pop-up booth, also designed and produced by Horizon FCB, situated at The Dubai Mall Fountain Promenade, and introduced by TV Presenter, Amy Kitchingman on H&M’s Facebook live.
The Burj Khalifa take-over marks a milestone for H&M, explains Saleh Alshaya, President H&M, Alshaya Group: “Our campaigns have always pushed the envelope when it comes to sustainable fashion, and today we continue the journey. This collection marks a milestone for us in the Middle East, pushing the conversation forward on making conscious choices easier in everyday life, starting with what we wear. What better way to reach a global audience than to take over the Burj Khalifa to globally share the story of our spring fashion collection.”