UNDER THE TENT: Retail and technology will converge under the H&M tent at the Coachella Valley Music and Arts Festival next month. The retailer released new details on its festival presence and revealed exclusive renderings to WWD of its on-site build-out.

H&M — entering its sixth year as a Coachella sponsor — will sell pieces from its H&M Loves Coachella Collection, some of which will only be available at the festival in its pop-up shop. The collection went on sale at about 350 stores in North America on Thursday and is priced from $4.95 to $49.95.

This story first appeared in the March 20, 2015 issue of WWD.  Subscribe Today.

The rest of the retailer’s tent — dubbed “Transformation”— contains heavy technology, including a 360-degree selfie station and a scanner that produces photos claiming to capture a person’s aura. Festivalgoers can also use their bodies to create music via an installation from digital artist Aaron Sherwood and participate in a virtual reality experience using technology from Nanotronics and Oculus Rift, the Irvine, Calif.-based firm bought by Facebook last year for $2 billion. Coachella runs April 10 to 12 and 17 to 19.

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