H&M Unwraps Festive OOH Takeover at Westfield Stratford

H&M has unveiled a new festive campaign, transforming Westfield Stratford’s busy pedestrian Bridge into a dazzling branded walkway. Stretching an impressive 130 meters, the unmissable installation offers visitors an array of stunning fashion and gifting ideas, perfectly timed to mark the reopening of H&M’s new and innovative concept store on 21st November, following an extensive renovation. 

The high-impact bridge takeover, created by Oliver Agency, highlights must-have products from H&M’s gift guide and captures the attention of shoppers as they approach one of the UK’s busiest retail hubs, delivering festive inspiration right at the point of purchase.

The store opening is H&M’s first of its kind in the UK and provides a significant evolution in customer experience and technology. It features enhanced omni-channel services, new smart store services, mobile checkouts for a seamless shopping experience, and interactive fitting rooms. 

The Stratford Bridge Walkway is part of a broader campaign planned and booked by the7stars, where Out-of-Home is the hero channel.  In addition to the Stratford Bridge, the campaign features on large-format and Digital OOH sites across key cities and retail hotspots nationwide. The media strategy focuses on a strong presence in November to capitalise on stock availability, and the critical Black Friday period.

Beyond OOH, the campaign is amplified with paid display on Captify and a strategic partnership with online lifestyle magazine Sheerluxe, which showcases H&M’s hero products. In Ireland, OOH is reinforced by press insertions in premium fashion publications, including Tatler, Gloss, and The Image.

Hannah Townsend, media lead at H&M, commented, “The Stratford Bridge takeover is an exciting new site for H&M, bringing to life our wide range of products and delivering unparalleled visibility at a key retail destination in a fun and festive way.

“December is such a busy time for brands, so we knew we had to go big to announce our new store opening. Customers can look forward to new smart store services, including interactive fitting rooms, fitted with screens that recognise products, offer tailored styling tips, and let customers easily request different colours and sizes at the push of a button.”

Olivia Biddiss, account manager at the7stars, added, “H&M’s strategy this holiday season is all about standing out in a crowded landscape. By using a combination of unique cherry-picked premium OOH sites like Stratford Bridge, Old Street Roundabout, and the Trafford Arch in Manchester, and the ubiquity of Digital OOH screens, we’ve created a campaign that not only drives fame but ensures frequency of messaging across key cities. Collaborating with Sheerluxe has further enabled us to connect to our core audience of ‘fashion aspirers’ to spotlight H&M’s stylish gifting ideas this season.”