What: H&M teams up with Camp to create a family experience centred around sustainability.

Why it is important: With the importance of consumer engagement combined with H&M’s growing family customer base, the retail chain decided to partner with another children’s retailer, Camp.

Two attractions, “The Style Cabin” and “The Upcycler”, will be housed in Camp’s Columbus Circle store where families can upcycle materials into toys and accessories. “The Upcycler,” a pedal-powered station that uses kinetic energy, will tally up accrued mileage in support of donations to The Learning Tree. The two brands surprisingly don’t have any goals for sales generation or brand interest but instead are focusing on education and engagement. There won’t be any H&M merchandise sold at the Camp Columbus Circle location

It is unclear if H&M will partner with different retailers for future installations. The focus, for now, is on this initiative and its reception. The word-of-mouth metrics and physical attendance will be used as key barometers to measure the success of the activation.

H&M teams up with Camp for activation