Visual Merchandising · Lucas Rageot

The day job

H&M DamOlly GanLe Slip FrançaisLuxury collab

Across H&M's Amsterdam flagship, French premium menswear floors, and a short luxury collaboration. The work below is selected; references for the rest available on request.

H&M Dam flagship, arched stone façade with spring window mannequins — **01 · Façade** Dam square exterior.

01 · H&M Flagship · Amsterdam Dam

H&M Flagship
Amsterdam, Dam

6 floors, 1,200 m²VM team of 4 to 6Two to four full-store rehangs per month

H&M's busiest Amsterdam location, on Dam square. The work below is a selection, grouped by story.

Spring Blue window, alternate composition — **02 · Spring Blue** Window from the street.

Spring Blue floor rotation — **03 · Spring Blue** Floor rotation.

Spring Blue mannequins, façade-side window composition — **05 · Spring Blue** Window composition.

Spring Jaune · floor

Window programs on a two-week cycle

Concept, prop, light, three mannequins. Each story held the floor for two weeks, then made room for the next register.

Spring Jaune window from the street, yellow tones — **06 · Spring Jaune** Yellow window, side.

Spring Jaune additional floor moment — **07 · Spring Jaune** Floor continuation.

Spring Rose composition, soft pink — **08 · Spring Rose** Soft register.

Spring Rose alternate composition — **09 · Spring Rose** Alternate composition.

Spring Rose rack story, pink and pleated — **10 · Spring Rose** Pink, pleated, soft.

Spring Harissa composition, warm spice — **11 · Spring Harissa** Warm register.

Spring Harissa secondary view — **12 · Spring Harissa** Secondary view.

Spring Harissa floor wider rack — **13 · Spring Harissa** Wider read.

Preppy Trench · January

The floor resets every morning

Start early morning before opening so every day starts with a fresh, clean look. Assess what needs adjusting with the selling team. Keep every room, story and trend coherent throughout the day as customers shop.

Preppy Trench racks, multiple stories on the floor — **14 · Preppy Trench** Multiple racks on the floor.

Preppy Trench secondary floor view — **15 · Preppy Trench** Continuation of the floor read.

Preppy Blue floor composition — **16 · Preppy Blue** Blue register.

Noir Soirée four-mannequin grouping, evening floor — **17 · Noir Soirée** Evening grouping, four-way composition.

Noir Soirée alternate floor moment — **18 · Noir Soirée** Alternate read of the evening register.

Divided story 1 floor opening — **19 · Divided · 1** Floor opening, daylight.

Divided story 1 rack continuation — **20 · Divided · 1** Rack continuation.

Divided story 1 closer composition — **21 · Divided · 1** Closer composition.

Divided story 2 floor view — **22 · Divided · 2** Sport-luxe register, floor view.

Divided story 2 styling pair — **23 · Divided · 2** Story closing.

All photography depicts visual merchandising work executed at H&M Flagship Amsterdam Dam. Brand marks not displayed out of respect for the company's visual standards. Close-up mannequin styling on the Styling Expert page.

02 · Luxury collaboration

Visual merchandising collaboration

Boutique Amsterdam

Assisted on a luxury maison's overnight store set-up in Amsterdam — presentation changeover for an Autumn/Winter rotation, working alongside the in-house VM team.

First hands-on contact with luxury-level VM standards. A different level of detail on every surface.

Brand and imagery withheld out of respect for the maison's confidentiality. References available on request.

The day job

H&M FlagshipAmsterdam, Dam

Window programs on a two-week cycle

The floor resets every morning

Visual merchandising collaboration

H&M Flagship
Amsterdam, Dam