H&M

H&M Videowall

Barcelona
4 June 2016

It’s being said that Primavera Sound has been losing touch with its fan base in recent years. Our idea was to put music fans back at the center of the festival by giving them the main stage, or one close to it.

We built a huge cube of screens in one of the most crowded spots of the venue, where everybody could see it. The screens showed a giant version of any selfie published on Instagram or Twitter with the tag #HMxFans.

A synchronized camera then took a picture of the giant selfie in the middle of the venue, surrounded by the crowd, and sent it back to the user. It captured the moment when they were the main artist of the festival.

Camera in the foreground pointing at the H&M video wall cube far away in the festival crowd
Close-up of the H&M video wall cube showing a giant selfie of a woman in sunglasses
Festival crowd gathered around the H&M video wall cube with trees in the background