H&M opens new store experience in Brooklyn

H&M announced on Friday the opening of a new store experience in Williamsburg, Brooklyn.

Located at 92 N. 6th Street and spanning over 7,000 square feet, the space will house a thoughtfully curated selection of the brand's most fashionable styles, as well as exclusive programming and brand moments on rotation, through January 2024. The first-of-its-kind experience is expected to evolve every 4-12 weeks unveiling a new "chapter" with updated fashion, visuals, experiential events and more.

"With H&M Williamsburg we threw out the traditional store playbook to build something unexpected that embodies who we are as a brand today," said Linda Li, head of customer activation & marketing for H&M Americas.

"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.”

The store opens with its first "chapter" inspired by H&M's holiday campaign, reminiscent of a wintery French brasserie. The space features H&M's holiday collections, as well as a highly curated market of local Williamsburg merchants, through December. Products span scents, home goods, vintage pieces, gourmet foods, accessories and beauty products.

In store, customers will also benefit from the latest in retail technology for an easy shopping experience. Store employees will have access to inventory and size options in real time, while customers can also enjoy smart mirrors in fitting rooms that identify customers' products, including the size and color, and provide personalized product or styling recommendations.

Looking ahead, to the new year, three local Brooklyn-based brands will have their own dedicated space in the store. These partners will provide Williamsburg essentials including a coffee station, a magazine rack and music.

"After collaborating on so many successful projects over the last fifteen years with H&M, we're thrilled that our Williamsburg-born and based agency, The Gathery, was tapped to bring this creative and progressive endeavor to life in our own neighborhood," said Nicky Balestrieri, co-founder of The Gathery.

"We've long known that the future of retail is in experience, so to join forces on a project like this, ultimately benefiting our community, was a no-brainer. We're excited for our neighbors to visit the ever-evolving space throughout the next year and experience H&M in a totally new light."

H&M opens new store experience in Brooklyn

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