H&M promotes sportswear with dancing in Proto display

February 6, 2023 written by
H & M-1

H & M-1

An H&M store in Brooklyn, New York, is promoting the H&M Move concept which combines athletic clothing with exercise classes, with holographic dancers behind a shop window.

H&M has installed a Proto hologram display in a store in Brooklyn, New York in a promotional campaign for its H&M move concept.
The display in the front window of the store shows life-size, 4K UHD holograms of instructors dancing in the Move sportwear clothing line.

H&M Move is a retail concept that includes athletic clothing, plus dance and exercise classes from providers that include Grind House and Good Move.

H&M has also recently debuted an immersive experience in Roblox, to allow users to discover a digital fashion identity in the metaverse. The experience is not just aimed at the younger generation but is expected to reach all age ranges too.

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