H&M offered refuge to muddy, rain-soaked concert goers at last weekend's three-day Points West festival in New Jersey with its LiveLounge pavillion.
The set-up also allowed people to check e-mail, relax and drink water, and pick up a free H&M-branded chapstick.
It was one of the most popular landmarks and attracted a long line of people looking to escape the sun (and the sloppy, muddy concert grounds).
And yes, those are my dirty, muddy bare feet in the image (bottom left). Very classy.