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Why H&M is calling this virtual pop-up book its “most innovative” event

H&M has launched a first-of-its-kind pop-up book using AR. Image: Supplied
Before Covid-19, it was common practice for brands to mark the launch of new collections, store openings and other major moments with big, splashy parties. It wasn’t just for the sake of having a good time. Decadent events attended by prominent influencers and celebrities served as marketing megaphones, drawing consumers’ attention to brands’ latest endeavours.  But as brands shifted to virtual events during the pandemic, they realised it wasn’t easy to replicate that effect online.