'Fashionistas are constantly on the hunt for the latest news and those in the know had been anticipating the Alexander Wang x H&M collection for months. The Box of Wang rewarded this curiosity and gave those fans a closer sneak peek into the range ahead of the official worldwide launch on 6th November.'

'The Box of Wang –  a huge ‘living’ 5m x 5m neoprene black cube, appeared overnight in St Christopher’s Place, London, on Friday, 31 October. The mysterious black cube remained in situ for six nights, before disappearing on 5 November. The box’s pièce de résistance was the tweet and reveal wall; when a passer-by tweeted the campaign hashtag #AWxHMreveal, a window lit up, revealing an item of clothing previously hidden behind one-way glass. This ingenious mechanic allowed the campaign to use Twitter to reach far into the digital realm; key to H&M’s brief to stir up excitement across the whole of the UK.'

'The other three sides of the box featured a giant countdown clock, ticking down to the collection’s launch, a branded media photo wall that mimicked that of the New York press launch and a pliable, Alexander Wang x H&M-branded ‘living’ wall, which came alive with giant logos pushed against the neoprene from the inside. Back on Twitter, and each user that tweeted #AWxHMreveal received a personalised image or a video with new close-ups of the garments. Meaning if you weren’t there in person you didn’t have to miss out!'*

I love that everything was considered with this activation, in terms of online and offline and for those able to visit and those who weren't. The sneak previews of the collection allowed consumers to feel included and part of the launch whilst also promoting the H&M brand and collection across their social media platforms, which could then influence others to get involved, therefore creating a snowball effect. Everyone loves a sneak peak, and everyone also loves an unconventional way of marketing a launch of a collection. Hopefully we will see more fashion activations like this, that we can not only interact with online but also physically as I personally feel this is much better for brands.  

*http://www.circleagency.co.uk/2014/11/28/circle-agency-and-um-london-think-inside-the-box-for-hm/