H&M Store Openings & Customer Appreciation Days

Date: 2024–2025
Role: Creative Strategy & Campaign Production

I partnered with Good Kids and H&M to shape the creative strategy and campaign production for a series of retail experiences across Toronto and New York. The work included new-store openings and Customer Appreciation Days, designed to create meaningful moments for shoppers while strengthening connection to the H&M brand and loyalty program.

For each store opening, we developed a campaign approach that extended beyond the physical space - bringing together pre-event communications, in-store design, branded moments, customer flow, gifting, and on-site activation. The goal was to make each opening feel like a high-energy celebration for the local community.

Customer Appreciation Days built on that strategy through thoughtful in-store experiences that rewarded H&M members and invited customers to engage with the brand in a more personal way. Floral installations, photo opportunities, giveaways, and live customer interactions created moments worth sharing while giving visitors a reason to stay and explore.

Across the program, I helped translate brand and campaign objectives into cohesive customer experiences, spanning concept development, messaging, creative production, fabrication, staffing, logistics, and on-site delivery. The result was a flexible retail-activation platform that gave H&M a consistent and memorable way to show up for customers across key markets.