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To preview the Dragon Tattoo Collection by Trish Summerville, H&M, the costume designer for the new film, The Girl With the Dragon Tattoo, set up a three-day pop-up shop in the meatpacking district a week before the long-awaited film makes its debut in theaters. The store drew more attention than expected, so H&M expanded the preview to five days, from December 14 to 18. “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,” said H&M spokeswoman Nicole Christie.
Held in an empty space with exposed brick, the pop-up comprised a retail section, coffee shop, and cyber cafe. The venue referenced gritty and urban elements noted in the Stieg Larsson book, including chains and worn-down building facades. As guests shopped, they had the opportunity to take pictures in a photo booth, watch extended film trailers projected on walls, and take part in a faux computer-hacking program in the cyber cafe.
Mannequins placed high on metal beams and throughout the space wore looks from the 30-piece collection inspired by the movie's anti-heroine. A hundred H&M stores worldwide debuted the collection on the same day of the pop-up shop's opening on December 14. “Salander’s look is all about individuality as well as survival,” Christie said. “Trish’s collaboration with H&M Divided reflects her spirit, and we think it contains fashion staples that will appeal to many of our customers.”