The company is kicking off a slate of fall store openings with a brand new pop-up location in New York City.
The Swedish apparel retailer’s newest store is located in Manhattan’s Nolita neighbourhood and will be open from 24 October to 29 December. H&M partnered with L.A.-based design studio Perron-Roettinger to design the Nolita concept, which will feature an assortment of womenswear, beauty and home products.
The pop-up will open with an aroma installation, offering guests the opportunity to create personalised bottles of essential oils inspired by New York City. Customers will be led by an expert who will break down the inspirations of each of the six base oils and potential pairings, allowing customers to develop their own unique scent.
H&M’s Nolita location follows the February unveiling of H&M SoHo, a 10,000sq ft women’s-only concept store. With the permanent and temporary New York City locations, H&M is growing its footprint ahead of even more store openings.
“This new pop-up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways,” said Michael Beaumont, Regional Head of Expansion for H&M Americas. “We’ve been experimenting with new store concepts and design in New York City, such as our recently opened H&M SoHo location, with the aim of building modern, engaging spaces for our customers. With our H&M Nolita pop-up, as well as our multitude of other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future.”
