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H&M unveils new evolving store concept

H&M has launched a new store concept in Brooklyn as it looks to elevate the customer experience. Situated in the heart of Williamsburg at 92 N…. View Article

FASHION

H&M unveils new evolving store concept

H&M has launched a new store concept in Brooklyn as it looks to elevate the customer experience.

Situated in the heart of Williamsburg at 92 N. 6th Street, the 7,000 square foot space is the first of its kind for the brand.

In addition to selling H&M’s most fashionable styles, the shop will play host to an exclusive events programme in a space that has been designed to evolve throughout the year. Every four to 12 weeks, the store will unveil a new “chapter” with updated fashion, visuals, experiential events and a crop of local brands.

Linda Li, head of customer activation and marketing for H&M Americas, said: “With H&M Williamsburg we threw out the traditional store playbook to build something unexpected that embodies who we are as a brand today. We’re inviting both our loyal fans and new customers to experience H&M in a new light – marrying style, culture and exclusive experiences at our new home in Williamsburg.”

H&M Williamsburg will begin offering a range of consumer activations twice a week from 2023. The events will focus on art, fashion and music, as well as local businesses and personalities. Local brands will be invited to curate new weekly offerings for events each Friday that will include DJs, artists and style makers.

The first “chapter” will celebrate H&M’s festive campaign by featuring “Brasserie Hennes”. Inspired by a wintery French brasserie, the space will feature fashion from H&M’s seasonal collections, as well as a market of local Williamsburg merchants selling goods such as scents, home goods, vintage pieces, gourmet foods, accessories and beauty products.

The store will remain open until January 2024,

H&M said: “As the ways in which consumers want to shop, interact and have fun evolve, H&M continues to transform its business to be customer centric and meet them where they want to be.”

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