H&M Extrasensory Playground at Coachella
On-sight Interactive Experience Will Immerse in Art, Fashion and the Metaphysical
Jo-Carolyn Goode | 3/23/2015, 9:28 a.m.
Los Angeles, CA - In its sixth year as an official Coachella Valley Music and Arts Festival sponsor, H&M announced today it will host a multisensory installation for 2015 festival attendees. Titled “Transformation,” the immersive experience uses cutting-edge technology to suggest metaphysical phenomena and new methods of self-perception. The exhibit aims to provide festivalgoers insight in how to express their inner selves via forward-thinking fashion statements.
“Transformation” will be housed in a 40’ by 80’ tent and will incorporate the following interactive and visually-captivating stations:
• Portals powered by Oculus Rift Virtual Reality technology, allowing participants to “interact with fabrics, colors and textures of the collection
• A multisensory experience created by artist Aaron Sherwood, using the body as an instrument to create original music with a touch activated color and music wall
• A touch scan activated “Aura reader,” which offers insight into how a user’s inner person connects to the outside world via sharable, social media-ready photos • A Gold Tree Orchard shopping experience that will showcase exclusive retail merchandise and styling options based on the exhibit’s themes of individuality and free expression
• 360 Degree Mirrored Selfie Station completed with lighting and visual effects that will enhance all photos to create the perfect sharable moment
“We have engaged some of the best of the immersive technology talent in the world to help us enhance the unique experience that is Coachella, while offering our fans a new way to look at self-expression through art and fashion,” said Marybeth Schmitt, Head of Communications, North America.
The H&M Coachella collection takes exclusivity to the next level by activating the very first “pop-up shop” on festival grounds. The shop will offer several select designs only available on-site at the H&M Coachella tent. The collection, which also offers a variety of accessories essential to complete any chic Coachella look, launches in nearly 350 stores in the North American market March 19, and worldwide on March 26, as well as on hm.com.