Lynden Park Mall, a regional shopping centre located in Brantford, Ontario, was constructing a new wing with H&M to be the first of many stores to open. circus was asked to design a new concept for the hoarding, which would serve as a barricade while the stores were under long-term construction. The biggest challenge was that the new stores were not yet announced and the hoarding spanned a lengthy 224 feet!

Shifting the brand fashion-forward

In anticipation of the new fashion stores and younger shoppers that H&M would attract, circus stepped it up a notch with an aspirational lifestyle and fashion-forward look and feel. The new design conveys energy and style. The eye-catching black and white photography contrasts with the bright and inspiring headlines, signaling the brand’s transformation. As the hoarding would remain in place for several months, seasonless images were chosen.

A change is always good

Upbeat messages tease shoppers with “Great things, coming soon” and “Watch us grow” to create excitement for the future retail outlets. circus intentionally made room in the design for upcoming new store announcements, which can be applied later over the hoarding graphics using vinyl decals, to keep shoppers in-the-know. All the hoarding materials will be given a second life through a donation to Habitat For Humanity for new building projects!

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