H&M has opened a new type of store experience that will be updated with new fashions, visuals, events and neighbourhood partners throughout the year.
Located in the Williamsburg section of Brooklyn, New York, the 7,000-plus square foot store will feature the brand’s most fashionable styles and host exclusive programming in a space designed to evolve throughout the year. Every four to 12 weeks H&M will unveil a new “chapter,” bringing to life a new store concept “that moves at the speed of style,” the retailer said. The store will be open through January 2024.
The first “chapter” of H&M Williamsburg celebrates the brand’s holiday campaign and will run from 1 December to 30 December. Called “Brasserie Hennes,” and inspired by a wintery French brasserie, the space features items from H&M’s holiday collections and a curated market of local Williamsburg merchants selling seasonal goods, including scents, home goods, vintage pieces, gourmet foods, accessories and beauty products.
“With H&M Williamsburg we threw out the traditional store playbook to build something unexpected that embodies who we are as a brand today,” said Linda Li, Head of Customer Activation & Marketing for H&M Americas.
