Container Store on the Beach

H&M Starts The Summer Right With a Pop-Up  Container Store on the Beach

by  Tafline Laylin
sustainable architecture, shipping container, WaterAid, H&M, Scheveningen, the Hague, Beachwear in Shades of Blue, green design, sustainable design, eco-design, chiarity,

Swedish retail giant H&M  started the summer right with a two day sale in a temporary container store that  popped up right on the beach! Situated at the Hague’s popular Scheveningen  seaside resort, the sale donated partial proceeds to WaterAid,  an international NGO that provides access to safe water, hygiene and sanitation  in the world’s poorest communities. Featuring their “Beachwear in Shades of Blue” line, the event marked the ninth annual collaboration  between H&M and WaterAid. But best of all? H&M  sold their true blue wares in a temporary container.

sustainable architecture, shipping container, WaterAid, H&M, Scheveningen, the Hague, Beachwear in Shades of Blue, green design, sustainable design, eco-design, chiarity,

Each year H&M donates 10% of the proceeds stemming from sales of a particular bikini to WaterAid. This year marked three particular departures from the  usual agreement. Not only did H&M expand their charitable contribution to  include an entire collection of beachwear, but this year they held a dedicated  event in this very cool pop-up shop to drum up further sales. And then they donated a whopping 25% of the  funds raised to WaterAid.

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