H&M
For the remodeling of the H&M offices, the studio was commissioned —under the creative direction of Amoato and the "I love Mexico" initiative— to design a loom that would function as a screen to divide areas and generate a playful experience in the office space.
About
The color red, emblematic of the brand, acted as a common thread, unifying the values that govern H&M and creating a play between warp and weave.
H&M considers entrepreneurship a significant value, as it enables the ability to create, and your bet is heard. We were asked to reinterpret this value through the loom's design, solving it by asking ourselves the question: how does the mind of an entrepreneur work? We concluded that he or she must use both hemispheres of the mind to achieve his or her goals. With the weft, we evoke the left hemisphere, which gives order and structure; on the other hand, we reflect the right hemisphere, the innovative and risk-taking one, with experimental textures and embroideries.
