The hotter it gets, the more we want to immerse ourselves in a cool body of water — and H&M offered just that with the latest in its Hôtel Hennes campaign.

Through a series of different events across the city of Berlin, the brand took the idea of a pool and transformed it into a multi-sensory experience that kicked off the summer with a splash.

As part of its underwater experience, H&M invited guests to encounter a pool in new and exciting ways — firstly through a submersive Reverse Pool exhibition, followed by a multi-day Night Swim event.

Housed in the Mitte area of Berlin in a building with other art galleries, the H&M Reverse Pool put a twist on the concept of a swimming pool as we know it. People moved around beneath the surface, as though fully immersed underwater, whilst LED screens took you on a journey from day to night with sunrise, sunset, and bioluminescent jellyfish.

To top this off, for the entire weekend, guests had the opportunity to dive into the evening (quite literally), with Hôtel Hennes’ exclusive Night Swim event at the pool at Oderberger Stadtbad. From live music by DJ Alcatraz, to a surreal light and coral installation under the water, the after-dark swimming experience rounded off the pop-up series with some wet and wild fun.

Both activations functioned as a continuation of the cinematic campaign of Hôtel Hennes, inspired by legendary art hotels where artists, thinkers, and icons met, collaborated, and resided.

Find out more on H&M here.


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