Transforming Retail Through Immersive Architectural Lighting
Hovercraft transformed H&M’s Times Square flagship escalator into a three-story glowing centerpiece using over 600 meters of LED strip and ENTTEC’s flagship Octo controllers. The installation features a custom visualizer app that allows real-time control for campaigns, events, and mood changes.
| Client | H&M |
| Type | Retail |
| Location | New York, USA |
| Products | OCTO, ELM Software (330 universe) |
| Year | 2025 |
| Project Credits | Hovercraft – Design, LED Programming & Recap Edit Bednark – Build PartnerBednark |
The three-story escalator at H&M’s Times Square flagship wraps visitors in motion and color from the moment they step inside. What was once a purely functional element now serves as the store’s glowing centerpiece, transforming how customers move through and experience the space.
Located in the heart of New York City, this flagship operates in one of the world’s busiest retail environments. Times Square’s constant energy and visual stimulation set a high bar—the interior needed to offer something equally compelling without overwhelming the shopping experience. The escalator, connecting all three floors, presented an opportunity to create a unified visual element that could guide customers while setting distinct moods throughout the store.
Designed by the creative team at Hovercraft, the solution turned the store’s escalator into an artwork-meets-architecture experience. Over 600 meters of addressable LED strip wind their way through the space, integrated seamlessly along the escalator’s underside and surrounding architectural LED elements. The strips form a continuous ribbon that pulses and fades in sync with H&M’s brand identity. When bathed in bold reds, the space feels energetic and urgent. Switch to cooler tones, and the atmosphere becomes calm and inviting. It’s not just lighting—it’s atmospheric control that sets the tone for the entire store, shifting effortlessly with seasons, product drops, and in-store events.
Solution
To power this ambitious architectural LED control system, ENTTEC deployed 40 of its industry-leading OCTO controllers—professional-grade DMX-over-Ethernet nodes designed for the reliability demanded by Times Square’s 24/7 environment. Installed discreetly throughout the structure, these controllers ensure the effects run flawlessly day in and day out, handling the complex multi-universe data flow needed to create seamless color transitions across hundreds of meters of LED.
What makes this installation truly dynamic is the custom visualizer app Hovercraft developed using ENTTEC’s ELM software for H&M’s in-store team. This integration showcases the power of combining ENTTEC’s hardware and software ecosystem—the ELM-based app communicates seamlessly with the Octo controllers, empowering staff to switch between hundreds of lighting scenes in seconds. Need to match the mood for a product launch? Transform the space with a few taps. Planning a special event? Create the perfect ambiance instantly. Even day-to-day operations benefit from this flexibility, allowing the team to refresh the atmosphere whenever inspiration strikes.
Hovercraft’s creative vision, powered by ENTTEC’s lighting control expertise, has brought this landmark space to life, creating an ever-changing ethereal display that captures the energy of Times Square indoors. It’s the kind of installation that turns a functional escalator into a destination—proof that when lighting control is done right, retail spaces become experiences.
Result
