Horizon FCB takes over Dubai’s skyline to launch the H&M spring collection

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Horizon FCB Dubai created and produced an epic-scale project to celebrate the H&M spring collection launch. The tallest building in the world, Burj Khalifa, was used as the unmissable backdrop to showcase the fashion collection that focuses on sustainability.

This magnificent event was introduced by Grazia Middle East Editorial Director, Alison Tay, and the illumination of the show was opened by the Swedish Ambassador to the UAE, Bahrain and Kuwait, His Excellency Henrik Landerholm. The collection itself was also on display at an H&M pop-up booth, also designed and produced by Horizon FCB, situated at The Dubai Mall Fountain Promenade, and introduced by TV Presenter, Amy Kitchingman on H&M’s Facebook live.

The Burj Khalifa take-over marks a milestone for H&M, explains Saleh Alshaya, President H&M, Alshaya Group: “Our campaigns have always pushed the envelope when it comes to sustainable fashion, and today we continue the journey. This collection marks a milestone for us in the Middle East, pushing the conversation forward on making conscious choices easier in everyday life, starting with what we wear. What better way to reach a global audience than to take over the Burj Khalifa to globally share the story of our spring fashion collection.”

Reham Mufleh, General Manager of Horizon FCB Dubai said: “It’s not every day that you get the chance to work for such an exciting fashion brand like H&M, one that we all love. We’re so proud of the creativity that came to life during that sparkling night but we’re also even more proud to have worked with such an inspiring client, Alshaya Group.”

Mazen Jawad, President Horizon Holdings added: “Never Finished, the Horizon FCB team keeps surprising us with provocative creativity that touches our hearts and engages with our audiences. All this wouldn’t have been possible without our passionate, inspiring and uplifting client.” 

Horizon FCB is part of FCB (Foote, Cone & Belding), a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on creating “Never Finished” campaign ideas for clients that reflect a deep understanding of the brand’s past, a respect for the present and an anticipation of the future potential. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Launched in 1976, Horizon FCB is the MENA arm of FCB and a company of Horizon Holdings, which comprises: Horizon FCB MENA (Creative), BPN (Media Planning and Buying), GolinMENA (PR), Blue Barracuda (Digital Services) and FuelContent (Video Content Productions).