Copenhagen design/animation studio Kühl & Han creates 10 exquisite photo-real loops highlighting the steps of the world’s first in-store garment-to-garment recycling system for Swedish clothing giant H&M.

Visual Directors Morten Kühl and Matias Hansen: “By breaking down the steps of the recycling process, we directed and designed these slow-paced 3D loops to be displayed on giant screens at the flagship store in Stockholm.

“We created the ASMR sounds of threads and fabrics to be triggered by costumers as they walk past the screens, creating a holistic immersive experience.”
 

Client: H&M

Agency: AKQA

Production/animation: Kühl & Han
Visual Directors: Morten Kühl, Matias Hansen
FX artist: Giedrius Paulauskas
Texturing artist: Jelle van der Rughe

Interior Design: Universal Design Studio

Sound Design: Echolab