Kühl & Han was approached by AKQA to help visualize H&M's "Looop", the world’s first in-store garment-to-garment recycling system. By breaking down the steps of the recycling process, we directed and designed ten slow paced 3D loops to be displayed on giant screens at the flagship store in Stockholm.

ASMR sounds of threads and fabrics is triggered by costumers as they walk past the screens, creating a holistic immersive experience.

Winner of the Cannes Lions Design Grand Prix 2021.