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Jun 2014 Got BlueSteel

It’s a jungle out there!

By Gavin Lawrence

Though the volatile British weather can be deceiving, Summer is indeed on its way! So dust off your picnic baskets, stock up on Pimms, and (dare we suggest) bust out the sunnies!

However, greener gardens, longer days, and the prevalence of deck chairs everywhere are not the only environmental indicators that warmer days are ahead of us. You may have noticed how every store front along the high street has magically transformed into delightful dioramas of Summer bliss.

As sunny scenes are reflected back at every Oxford Street window shopper, no vision is more enticing or exotic than that of H&M’s flagship store.

H&M have launched their summer line, taking inspiration from a very chic jungle theme, with wild patterns and vivid colours. The global fashion brand has called upon it’s favourite fashion muse, enlisting the iconic Gisele Bundchen, set against a stunning Costa Rican back drop, to showcase this season’s latest must-haves.


Luring shoppers in from a concrete jungle, H&M have transformed their shop floor into a tropical oasis. As part of the Summer Launch in-store experience, shoppers are invited to step inside an H&M-branded, fully-customised Blue Steel Booth to strike a wild pose and let their inner fashionista roar!

We have been tasked with some wild challenges before, but this booth deserves to be King of the Jungle. Fitted with bespoke surround sound speakers to play ambient jungle music, and providing every guest with a branded photo souvenir, this is a one of a kind experience from start to finish. It also marks Blue Steel’s longest activation to date, as the booth will be in operation all Summer long.

As part of their Summer launch, H&M brought together the star of their campaign, Gisele Bundchen and legendary music producer Bob Sinclar to record their cover of the Blondie classic, Heart of Glass. This behind-the-scenes video follows Gisele from New York to Los Angeles to Costa Rica as she records the new single and shoots the Summer campaign. All the royalties from the single will be donated to UNICEF and its work on education. For every single purchased on iTunes, H&M will make a donation to UNICEF to purchase two school books and two pencils – how cool?!?!

So if you find yourself trekking out to worship the retail Gods on Oxford Street this summer – beat the heat and pop into the H&M tranquil, tropical paradise and get snapped in our booth! Better yet, post your photo on Facebook or Twitter, and we’ll add you to our Blue Steel hall of fame!