The iconic brand, which has outfitted teams like Denmark and Real Madrid, is celebrating its past with a series of nostalgic bedroom displays

Danish sportswear brand Hummel is turning back the clock to highlight its rich history of outfitting some of the world's premier soccer teams. But its approach is something completely new—in a series of tableaux, the brand centers its products in teenage bedrooms meant to look straight out of the 70s, 80s and 90s.

The experiential exhibit, dubbed the Bedroom Archive, focuses on the three decades that changed the face of the brand. Each bedroom features plenty of product, but also pop culture artifacts, period tech and a healthy dose of nostalgia. The exhibit is unique due to the fact that visitors can walk into each bedroom, poking around and taking pictures for Instagram.

From unmade beds to posters decorating the walls, the bedrooms are both accurate time capsules and markers of key moments like a Real Madrid partnership and a North European brand launch. It's an inventive way to promote a changing brand, capitalizing on nostalgia while still looking forward. The Bedroom Archives are now open in London.

Hummel


Lead image: Madalyn Cox/Unsplash

Danish sportswear brand Hummel is turning back the clock to highlight its rich history of outfitting some of the world's premier soccer teams. But its approach is something completely new—in a series of tableaux, the brand centers its products in teenage bedrooms meant to look straight out of the 70s, 80s and 90s.

The experiential exhibit, dubbed the Bedroom Archive, focuses on the three decades that changed the face of the brand. Each bedroom features plenty of product, but also pop culture artifacts, period tech and a healthy dose of nostalgia. The exhibit is unique due to the fact that visitors can walk into each bedroom, poking around and taking pictures for Instagram.