Shopper's Diary: H&M Beach Store

Spotted on Springwise , Swedish clothing-retailer H&M recently set up a two-day pop-up shop on the beaches of the Hague’s popular Scheveningen seaside resort to benefit the global charity Water-Aid . A variety of beach clothing and essentials such as sun umbrellas and beach chairs were conveniently available at the shipping container-style shop; all in matching shades of blue, most fitting for the surrounding environment. Above: H&M's shipping container-style pop-up shop on the beaches of Scheveningen in the Netherlands. Above: The pop-up shop displays H&M's "Beachwear in Shades of Blue" collection for two days. Photos by Jonathan Loek (Team Peter Stigter).