H&M asked us to create a reusable large freestanding replica of the Versace branded shopping bag that is provided when you purchase from the new Versace range available in H&M stores.

The idea was to build 5 bags and place them at 7 iconic London locations over a period of 3 days.
These locations included Westfield Stratford, Westfield Shepherds Bush, Covent Garden and Pottersfield/Tower Bridge where the giant bags were to spend 3 days in each place.

Other locations such as Trafalgar Square, Regents Street and Marble Arch also housed one of the eye-catching bags for 1 day only. After each day, the bag was deconstructed and moved overnight to its next location.

Each bag measured 3500 x 4500 x 1500 mm weighing 500 kg.

The bags have created a huge social media following with Twitter and Facebook users uploading their pictures to be in with a chance of winning one of the £20 store vouchers on offer by H&M.
The eye-catching bags are also attracting London tourists and other passersby who are taking photographs in front of the bags creating maximum exposure for the H&M brand.