H&M is returning to its roots, reigniting, re-energizing, and amplifying its core identity: fashion. As part of a global campaign across seven key cities, Stockholm took the spotlight, glowing red for a celebration of style.

Patriksson led the local activation, orchestrating a series of standout experiences, from location scouting to the production of pop-ups, in-store pop-ins, and striking window displays. The pop-up took place in the iconic Birger Jarls Passagen, kicking off with a high-energy event brimming with music, fashion, and a star-studded guest list.

To further elevate the pop-up experience, Patriksson secured a collaboration between H&M and renowned chefs Adam and Albin, unveiling The Beet, a bespoke restaurant concept that brought an unexpected and flavorful twist to the activation. 

Global partners: Perron Roettinger, K2 and Kennedy Ldn.

EVENT PRODUCTION
MEDIA RELATIONS
INFLUENCER & VIP RELATIONS
GUEST MANAGEMENT