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Shopper’s Diary: H&M Beach Store

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Design TravelIssue 30 — Montauk Mod

Shopper’s Diary: H&M Beach Store

July 26, 2011

Spotted on Springwise, Swedish clothing-retailer H&M recently set up a two-day pop-up shop on the beaches of the Hague’s popular Scheveningen seaside resort to benefit the global charity Water-Aid. A variety of beach clothing and essentials such as sun umbrellas and beach chairs were conveniently available at the shipping container-style shop; all in matching shades of blue, most fitting for the surrounding environment.

Shoppers Diary HM Beach Store portrait 3

Above: H&M's shipping container-style pop-up shop on the beaches of Scheveningen in the Netherlands.

Shoppers Diary HM Beach Store portrait 4

Above: The pop-up shop displays H&M's "Beachwear in Shades of Blue" collection for two days. Photos by Jonathan Loek (Team Peter Stigter).

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