H&M opens “store experience” concept space in New York

H&M Williamsburg is located at 92 N. 6th St., Brooklyn, New York.

Swedish fashion brand H&M opened a one-of-a-kind “store experience,” in Williamsburg, Brooklyn. The 7,000-square-foot store is the first of its kind in New York City.

The main idea behind the store experience is to provide shoppers with an experience to explore style in a public environment. The new location features a unique H&M assortment and a range of exclusive programs. 

Style, culture and exclusive experiences 

“With H&M Williamsburg, we ditched the traditional textbook shopping experience to create something unexpected that embodies who we are as a brand today,” the company commented. It is noted that the new store combines “style, culture and an exclusive experience.” 

A temporary experiment for the local community

The Brooklyn store is temporary. The outlet will remain open until January 2024. At the same time, the retailer promises to change the collections presented in the store every 4-12 weeks. At the same time, the visuals will be changed, as well as various events will be held in the spirit of the local community. 

In particular, in the first weeks after the opening, the store will present an interpretation of “Brasserie Hennes,” in which local merchants will be able to sell seasonal items in the store: fragrances, home goods, vintage items, accessories and cosmetics.

Technology and innovation

The new store will be both inclusive and innovative at the same time. For example, much of the clothing on display will act as samples. Customers will be offered to make orders through “smart mirrors” installed in the fitting rooms to make purchases and get information about the goods. It will be possible to place orders not only at the checkout, but also anywhere in the store using a mobile app. 

Themed events will be held at the new H&M Williamsburg starting in early 2023 twice a week. A number of local companies – from fashion brands to local coffee shops – will have the opportunity to present their own products in the retailer’s retail space.