The DO School

Green Store Challenge


The goal of this Challenge was for the selected Fellows to create a Green Store prototype.

This Green Store prototype needed to be sustainable in terms of materials, construction, energy, operation and other aspects and was realized in Germany. The prototype should be scalable to H&M stores worldwide, be economically beneficial and make the idea of sustainability tangible for customers and employees.

To help solve the Green Store Challenge, Fellows were connected with leading experts on a variety of topics including the environmental impact of construction materials and recycling systems, as well as sustainable interior design and retail operation. Fellows conducted research to identify and understand the status quo of H&M, and its vision of sustainability, in the context of available best-practices regarding sustainable design and operation.

Based on these learning experiences, the Fellows brainstormed, identified, and tested ideas for a Green Store prototype and put them to a real life test for two weeks in the H&M store on Mönckebergstraße in Hamburg, Germany. Focus lay on finding a viable solution that is innovative, scalable, economical and one that fits within the existing H&M Germany framework by focusing on the aspects of idea generation, interior concept & design, communication and operation in store, as well as training of the staff and evaluation of the prototype.

By answering to the Challenge, Fellows learned hands-on how to turn an idea into action during the ten-week Incubation Phase. This process was supported by participation in the Challenge Lab, a course which offers knowledge, skills, and tools necessary to successfully solve the Challenge.

While solving the Challenge, all Fellows worked on turning their own venture idea into a viable social venture plan that is ready for implementation during the following ten-month Implementation Phase.
The Challenge was given by H&M.