H&M has gone from strength to strength in recent years, following hugely successful campaigns by David Lachapelle, collaborations with Stella McCartney and the legendary Central Park catwalk show of 2005.

In the UK they had almost become victims of their own success,
with stores often overcrowded and cramped with stock. In a bid to overcome this, Hennies planned
a huge new flagship store in Knightsbridge and were throwing
a launch event to celebrate
its opening.

Odd were commissioned to design the press-night invite that would ensure the cream of the capital’s stars and fashion lifestyle press would attend. Beyond the offer of
a 25% discount in a champagne-while-u-shop evening, the invite needed to make sure H&M stood
out and stamped their authority
as the high street fashion leader.

In a time when pop-up stores featured in many a marketing campaign, we thought we’d use
a more literal interpretation and create a pop-up card, the new
store popping up within it.

The card was adorned with imagery created by illustrator David Bray, who produced dreamy and seductive scenes to communicate the information about the store
and the night.

Over 1600 people attended on the night, with appearances by Liberty Ross, Erin O’Connor and
Peaches Geldof.