Companies

H&M showcases brand identity at New York pop-up

Oct 23, 2024 United States

The Sweden-based fashion retailer will open a pop-up store in New York City’s Nolita neighbourhood to showcase “the very best of the brand’s fashion identity”

Located at 372 Broome Street, the H&M Nolita’s pop-up aims to “surprise customers and offer a memorable and immersive experience showcasing the very best of the brand's fashion identity”.

Designed in collaboration with LA-based studio Perron-Roettinger, the space will be open from the 24^th of October to the 29^th, offering a curated selection of womenswear, beauty and home products that reflect the vibe of the neighbourhood. In particular, the store will feature an aroma installation area, where guests can create personalised bottles of essential oils inspired by New York, with an expert guiding them through each of the six base oils and possible pairings.

This initiative is in line with H&M’s efforts to revitalise its brand identity and strengthen its physical store presence in New York and across the 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”, said Michael Beaumont, regional head of expansion for H&M Americas.

H&M said its brand transformation would continue in the US, Canada and Ecuador, while it would invest in its bricks-and-mortar portfolio, giving stores a “fresh look and updated features”, including redesigned flagship stores and new locations before the end of the year.

Image Credits: fashionunited.com

Store Sweden United States Companies Fashion H&M