H&M Williamsburg transforms into “Move Studio”
H&M’s US store in Williamsburg has unveiled the second phase of its year-long rotating style destination dedicated to the H&M Move athletic brand.
Part of the store has been transformed into a “kinetic, tactile playground” called ‘Move Studio’ that showcases the new H&M Move collection.
H&M said the experimental space aims to blurs the lines of what a typical studio can be through features such as chromotherapy lighting to evoke a soothing sensation.
In addition to displaying H&M athletic clothing, the space will host a range of free daily fitness classes run by H&M local partners Good Move, Grind House, Modo Yoga NYC and YO BK.
Linda Li, head of customer activation & marketing for H&M Americas, said: “H&M Move aims to democratise movement, making it fun, inclusive, and stylish; exactly what the latest chapter of H&M Williamsburg is all about.”
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