First Look: H&M gives Times Square flagship an immersive makeover
Multi-sensory fitting rooms are among the new features in H&M’s revamped flagship in the heart of New York City’s Times Square.
After nearly 25 years in operation, the store has been been given a complete redesign that features elevated aesthetics and materials, along with immersive experiences designed to showcase the brand’s fashion DNA. The revamped space carries H&M’s women's and men's collections, including shop-in-shop destinations for H&M Move (the brand's sport offering) as well as denim, lingerie and accessories. The location also carries clothing for infants and children.
In a first for the retailer in North America, the store features an immersive fitting area where customers can explore trends as well as try on looks. The fitting rooms offer a customizable, multi-sensory experience with LED screens in the floor and ceiling, along with interactive mirrors.
In a move to make the shopping experience more personalized and engaging, customers in the fitting rooms can select visual themes and music based on their style choices and moods. With visuals and music curated specifically for the new store, the rooms will also encourage customers to create and share their own content, noted H&M.
-
(Photo credit: Zach Hilty/BFA.com) -
(Photo credit: Zach Hilty/BFA.com) -
(Photo credit: Zach Hilty/BFA.com) -
(Photo credit: Zach Hilty/BFA.com) -
(Photo credit: Zach Hilty/BFA.com) -
(Photo credit: Zach Hilty/BFA.com)
"Our Times Square location is an amazing new space for customers to interact with our brand as well as each other," says Linda Li, head of customer activation and marketing for H&M Americas. "Features like our new immersive fitting rooms combine music, fashion and fun to let our customers become their own style star."
[READ MORE: H&M opens Manhattan pop-up; six other fall openings planned]
The redesigned flagship also showcases new design features that include an glass wall flanking each side of the main escalator, designed by Denver-based agency Hovercraft. This signature piece combines art and technology into a multi-story ambient light display, providing customers with a dazzling show on their way to the upper levels.
Other interior upgrades include fluted concrete panels, seamless terrazzo flooring, custom built wood fitting rooms and two enormous LED screens on the ground and second floor.
"As a pivotal city for our brand, we continue to invest in our NYC stores to ensure they remain cutting-edge and inspirational to our ever-evolving customer," said Michael Beaumont, regional head of expansion for H&M Americas. "With this refreshed flagship store, customers will be able to see and feel H&M's strengthened brand identity firsthand through hyper-curated artistic and design elements, innovative technologies, and interactive experiences — all anchored by H&M's diverse fashion offerings."
