H&M opens new concept store in Seoul

H&M has opened a technologically advanced new concept store in the Korean capital of Seoul.

One of the first H&M stores globally to offer the elevated store experience, the 1,580 square metre shop in Myeongdong has six floors including an underground fitting room lounge.

The store’s smart fitting rooms have  mirrors that can automatically identify customers’ products, and allow for additional colours or sizes to be requested and brought to the customer by a sales advisor. In addition, the mirrors help the retailer to offer a seamless omnichannel experience by enabling ordering from H&M’s online store at hm.com.

The fitting rooms also offer a 360 visual and auditory sensory experience by allowing customers to immerse and express themselves by “creating and sharing stories with various moods”.

The shop stocks a selection H&M’s most fashion forward womenswear and menswear, and also gives customers access to an outdoor terrace.

Aneta Pokucinska, H&M regional manager of East Asia, said: “We are delighted to open a new H&M store in Myeongdong, one of the most iconic areas of culture in Seoul, Korea. We believe customers will appreciate the elevated shopping experience, and find their own favourite pieces from the store’s array of fashion to celebrate self-expression.”