In the fall of 2022, the H&M store on Berlin’s Ku’Damm was transformed into a stylish French bistro as part of the Brasserie Hennes campaign. With this custom-developed pop-up concept, H&M created an inspiring brand experience that combined fashion, cuisine, and the French art of living. As a live illustrator, I accompanied the event and created custom fashion and portrait illustrations of customers in their desired looks right on the spot.
Live fashion illustration for pop-up events and retail activations
Each illustration was created in about ten minutes on high-quality DIN A5 watercolor paper. Guests were free to choose what outfit they wanted to be depicted in—whether the latest H&M look or a personalized ensemble. As the drawings were created live, the illustration area became a central gathering spot at the pop-up, where visitors could watch the creative process up close.
Custom illustrations as part of the brand identity
Once completed, the illustrations were presented in a slipcase designed specifically for the campaign and featuring the Brasserie Hennes logo. In this way, each portrait became part of a carefully crafted brand experience and a high-quality keepsake.The project demonstrates how live illustration enriches pop-up concepts and in-store activations, actively engages guests, and brings brand worlds to life in a personal way. In the fashion industry in particular, hand-drawn illustrations create an authentic connection between the collection, the brand, and the customer base, ensuring a lasting customer experience.