“The artwork’s materials have been curated to be highly glossy in their aesthetic, allowing them to reflect lighting and colours of digital environments within their 3D scene, as well as have more depth,” explains Daniel Hirschmann, CEO at Hirsch & Mann. “Their appeal is also in their ability to behave as a physical fabric might do when manipulated in real life, with the virtual, directional wind within the 3D scene allowing the partly-floating curated materials to gently move by default, and to become more dynamic every time an H&M customer uses the store escalators to move between the ground and the first floor.”

Hirschmann further notes that as customers move up and down the escalator, a series of 3D depth cameras attached to the store’s ceiling track each person’s position on the escalators, creating the effect of ripples and folds on the material behind the person, like a trail. “This subtle reaction to people’s presence creates a fun moment of surprise and acknowledges customers by passively inviting them to leave an ephemeral mark on the canvas,” he adds.

“We are thrilled to see our LED solution as the centre piece at H&M’s flagship store in one of the world’s most prestigious lifestyle destinations – London’s Regent Street,” says Leyard Europe’s Luke Marler-Hausen. “We were approached with a unique set of challenges that suited our products perfectly. The wall also had to be installed in a very tight space which was less than 30cm from the wall to the escalators, so it needed to be bright, to be delivered in a very short time span and be super dependable.

“Our AT Series was the clear winner here. It boasts a depth of only 29.5mm utilising the very latest in LED technology that we also manufacture in Slovakia here in the EU. It uses a fanless design with remote ‘hot swap’ power supplies enabling seamless operation with very few moving parts. We are so confident in the product that we backed it with a lifetime warranty!”