Hirsch Mann
Cutting-Edge Tech for Immersive Experiences
Hirsch & Mann is a London based experiential agency established in 2010 . Their mission is to create bold digital and physical experiences for forward-thinking clients all around the world . They have a wide range of expertise in design & technology : from coding to fabrication , metaverse to reality , all focused on delivering memorable moments in retail .
In 2023 , they worked closely with fashion retail giant H & M to help transform their newly refurbished Regent Street flagship store with a bespoke piece of high-tech , generative artwork , transforming the space into a destination fashion and shopping experience . Spanning two floors in the central atrium , the Infinite Dreams canvas was inspired by the retailer ’ s garments , showcasing an ever-changing , ethereal fabric on an ultra-high-resolution LED display .
The installation surprises shoppers by mimicking their position as they travel up and down the escalators by transforming the digital fabric with ephemeral ripples . This interactive experience is enabled via a series of 3D cameras mounted above .
Infinite Dreams ’ has been designed to be controlled entirely via programming , and can cater for remote content updates : from the colours and character of the fabric , to its motion behaviour depending on the ‘ wind ’ force applied on it . These aesthetic influences are updated regularly , in line with the seasonal campaigns , reinforcing in-store experiences for consumers over time . The system also allows H & M to perform temporary LED canvas takeovers for special events and new launches .
Both the artwork and the medium are scalable , allowing H & M to use them in a myriad of ways . Most recently , a smaller version of Infinite Dreams has been installed as two screens facing each other in H & M ’ s Barcelona flagship store , framing their famous Gallery of Fashion space on Passeig de Gràcia .
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