H&M Australia unveiled its flagship store this week. Here are six ways it staged the store launch to end all store launches.
1. No expense was spared
Media and VIP guests were flown in for the event on a chartered Qantas flight from Sydney, receiving transfers and overnight accommodation to boot.
2. There was an original soundtrack
On arrival to the store, guests were greeted with a spectacular light show that lit up the facade of the store, with lights dancing to the beats of an original music score created for the event.
3. It was a foodie's dream
Guests sipped cocktails crafted and designed by renowned mixologists from 1806, while a menu was created specifically for the event by Melbourne-based chef Adam D'Sylva.
4. It was a muso's dream
Australian DJ Anna Lunoe created an opening set for guests, followed by LA rock sensation HAIM.
5. There were heaps of people.
Over 1000 guests piled through the doors including celebrities, media and fashion influencers.
6. The site is world-class
The 5000 square metre H&M store at Melbourne's GPO is one of the largest in the world, with bespoke decor created to suit the heritage building.
