Multi-sensory fitting rooms are among the new features in H&M’s revamped flagship in the heart of New York City’s Times Square.
After nearly 25 years in operation, the store has been given a complete redesign that features elevated aesthetics and materials, along with immersive experiences designed to showcase the brand’s fashion DNA. The revamped space carries H&M’s women’s and men’s collections, including shop-in-shop destinations for H&M Move (the brand’s sport offering) as well as denim, lingerie and accessories. The location also carries clothing for infants and children.
In a first for the retailer in North America, the store features an immersive fitting area where customers can explore trends as well as try on looks. The fitting rooms offer a customizable, multi-sensory experience with LED screens in the floor and ceiling, along with interactive mirrors.
In a move to make the shopping experience more personalised and engaging, customers in the fitting rooms can select visual themes and music based on their style choices and moods. With visuals and music curated specifically for the new store, the rooms will also encourage customers to create and share their own content, noted H&M.
“Our Times Square location is an amazing new space for customers to interact with our brand as well as each other,” says Linda Li, Head of Customer Activation and Marketing for H&M Americas. “Features like our new immersive fitting rooms combine music, fashion and fun to let our customers become their own style star.”
