THE PROJECT:
In 2024, H&M reimagined its global retail strategy with a fresh design palette and a renewed focus on flagship experiences. As part of this vision, H&M introduced “The Icon” - a series of permanent, site-specific art installations designed to serve as bold experiential landmarks in key locations.
Hovercraft Studio was commissioned to create The Icon for H&M’s flagship store in Times Square, one of the brand’s most high-profile retail destinations. The challenge: transform a three-story escalator atrium into an immersive, dynamic art experience that captivates shoppers from within and draws attention from the street.
The result was a multi-story animated light installation that envelops the escalator in a continuous visual spectacle. Inside, it offers an evolving, immersive experience as shoppers ride between floors. Outside, it acts as a kinetic beacon amid the vibrant chaos of Times Square.
I co-led the creative development of this project alongside Associate Creative Director Bryce Pedersen, from initial concept and material experimentation through design refinement, lighting choreography, and final production. The project spanned a full year, involving extensive prototyping and collaboration to bring this ambitious installation to life.
CREATIVE TEAM:
Design Lead - Andrew Galluzzo
CD - Matt FaJohn
ACD - Bryce Pedersen
Creative Technologist - Justin Gitlin
Creative Technologist - Patchy Hall
Producer - Olivia Emerick