H&M New York

“The Pop-up drew more attention than expected, we had to expanded the preview. The purpose of the pop-up shop was to celebrate the launch of the collection with a unique shopping experience that captured the dark, urban and industrial feel that defines both the movie and the film’s anti-heroine, Lisbeth Salander. It was an overwhelming success"

— Nicole Christie / H&M spokeswomen

Commissioned to design H&M's pop-up store for a collection based on the international best-selling book and movie “The Girl With The Dragon Tattoo,” Stewart-Schafer created the world of Lisbeth, or one you might find her in. James and Christine constructed a full city environment, including storefronts with scenes behind them that viewers could look into, city sights and sounds, and a fully working coffee shop and library. This immersive, digitally-enhanced experience was a fully developed world, featuring integrated technology including mannequin faces replaced with iPads where customers could log in and view the space. Stewart-Schafer brought this unique collaboration to life with hidden vignettes, elements of surprise, and a coffee shop where customers could soak up the enveloping atmosphere.