Milena has been waiting for a long time for the first H&M to open in Estonia. Now she's the happiest person on earth – and the first one in the queue at the opening. She camps there overnight with a blanket and some fast food. Hilda is 87 and lives in the country. She has to push her bicycle a long way to get into a different kind of queue entirely. The film is a clever observation of two completely different consumer worlds in the same country.