H&M Balmain Launch Party

At 23 Wall Street, H&M installed futuristic directional turnstiles modeled after traditional subway station entrances. The setup complemented the invitation to the show, which came in the form of a mock subway ticket.

Bar areas were largely industrial and contemporary in aesthetic, with mock numbers again mimicking the subway ticket concept. Overhead hung a backlit screen that served more a purpose of fantasy than function: diagrams mimicked a train station route and its many stops.

In addition to the traditional bar setups, large vitrines featured images from the Balmain for H&M campaign plastered throughout. Again, the visuals were in keeping with the subterranean vibe of the event and modeled after advertising found throughout mass transit walkways.

With two levels of seating across a vast space, production company KCD was able to create different vignettes to accommodate guests. Juxtaposed against more traditional bench seating were cozy ottoman seats.

The 70,000-square-foot venue, spread across two floors, meant an incredibly long runway and tons of extra steps for models—all the while challenging KCD with creating an inclusive and immersive experience that could accommodate both a fashion show and dance/musical performances. Roughly 800 guests attended.

Karlie Kloss was one of the many A-list models who walked in the Balmain for H&M show.

Following the fashion show, a surprise performance by the Backstreet Boys had guests up on their feet. The group performed clad in Balmain for H&M and continued the night's club-like theme.

Post-show, guests lined up to enter the Balmain for H&M pop-up shop that had been erected in the basement of 23 Wall Street. While the upstairs had been completely made over, the pop-up space remained largely raw.

As a playful riff off the McDonald's Happy Meals, guests were served hamburgers and fries in a to-go box branded with the Balmain logo.

No extravagant foods were served at the event. Instead, the catering matched the club-cum-party-like atmosphere of both the collection and the show with fast, easy-to-consume items and plenty of desserts.

Positioned throughout the venue were touch screens housed in elaborate mirrored frames that allowed guests to create their own photo memento from the evening.

While the financial district typically quiets down after rush hour, the October 20 affair at 23 Wall Street added to an already unusually traffic-heavy night, thanks in large part to Ferrari erecting its display of vehicles directly across the street as it prepared to go public at the New York Stock Exchange the next morning.