Both Simone Rocha and H&M were determined to honor their collaborative collection in an imaginative, pioneering and artful manner, while also being safe and conscious of social-distancing guidelines. Therefore, they selected to forgo a physical in-person global event in favor of a curated digital celebration: a pioneering pop-up book AR experience. This is a truly experimental creation, and the first of its kind – a dynamic way of bringing art, fashion and iconic figures into invited guests' homes, through technology.