To delight H&M members and customers during the holiday season, Qulture produced in-store activations across three U.S. locations — New York, Los Angeles, and Chicago. Each activation celebrated sustainability through earth-friendly materials and processes while also amplifying the work of BIPOC artists and businesses.

Highlights included inviting guests to capture the holiday spirit with a bespoke portrait session at a branded photo booth, as well as offering complimentary gift wrapping featuring custom-designed paper by artist Shawna X. Through these thoughtful, immersive touch points, H&M was able to spread cheer while championing important values around inclusivity and eco-consciousness.