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Infinite Dreams
2022 | A Hirsch & Mann design for H&M's Regent St flagship
A Hirsch & Mann installation for H&M, we created an innovative brand experience at the forefront of the newly refurbished Regent St flagship store.
Working closely with H&M's creative team, and generative artwork studio Variable, we brought to life a constantly evolving generative system displayed on a 10m x 10m LED screen behind the atrium's escalators.
The live system not only changed material and colour finishes regularly to match the store's visual campaigns, but also reacted to customer's positions going up and down the escalators - seemingly "pulling" the generative fabric along with them.
My role within this project was focused on the overall architecture of the interactive system.
This included the specifying, testing and installing of Zed depth cameras in the ceiling.
Prototyping and specifying the software signal flow from camera -> OpenCV -> Websocket messaging -> Variable's Nodes generative system.
Because this project is a permanent installation that included installing electronics on a double height ceiling that we would likely never be able to access once the store was open - a large part of my role was in designing layers of redundancy, including backup cameras and a completely separate secondary presence detection system using ThermiTracks.
So far the primary system has held strong for ~1.5 years with no major maintenance needed on the interactive side of the system.
After this project won a Distinction Red Dot Design Award, I then went and installed a smaller version in H&M's head office in Stockholm.
I then installed another version of the system in H&M's globally highest earning flagship in Barcelona.
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