ISSUE 30  |  Montauk Mod

Shopper’s Diary: H&M Beach Store

July 26, 2011 3:28 PM

BY Christine Chang Hanway

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.

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

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).