POLLEN8

CHALLENGE: Create a culturally relevant pop-up experience that brings to life H&Ms core values of driving positive change, with a focus on sustainability.

IDEA: The world’s first bee cafe. Fusing fashion, florals and food, our stylish pop-up experience invites guests to shop a specially curated SS fashion line before sitting down to enjoy an 8-course tasting menu. Each course is made up the ingredients we’d lose first without our buzzy friends, from avo on toast to peach bee-llinis. No bees, no brunch.

ROLE: Concepts & Copy.

PITCH CREATIVE ONLY
It was a pitch loss, but a concept win in our big yellow hearts.

THE EXPERIENCE

To ensure fashion was at the heart of the experience, guests are invited to shop a fresh new collection for spring / summer, featuring minimalist bee designs and florals galore. They can also head to the HoneyComb Corner for beauty treatments ranging from honey hair masks to flower crown making. A living wall to the back of the experience provides a sharable photo opportunity, while also educating guests on the plight of the bees with facts, quotes and stories interwoven between flowers and greenery. Finally, Queen Bees & Guests are invited to Hive - an intimate, secret bar where up to 6 guests can make delicious cocktails with an expert mixologist while learning about the cause - and getting to know their plus one. Bumble bee dates welcome…

LITTLE EXTRA

From cocktails to floral fashion, take a peek at the delightful little details.