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H&M enlists Lady Gaga for new Times Square grand opening event


H&M plans to hold a ribbon-cutting celebration marking the opening of a 42,000-sq.-ft. store in New York City’s Times Square at 12:01 a.m. Thursday, Nov. 14. On hand to help light the H&M logo at the top of 4 Times Square will be global superstar Lady Gaga.

"This is truly a milestone moment for H&M, to have a footprint at the crossroads of the world and own a piece of the NYC skyline with our brand illuminated on top of this impressive building," says Daniel Kulle, U.S. president for H&M. "With more than 7,000 sq. ft. of LED screens, and a 53-ft. glitter wall in this groundbreaking location, we knew we had to partner with a star who shines as bright as the store."

The store features a digital runway that projects images of guests onto exterior screens. The unique content can also be accessed in real-time via the customers' social media platforms.

The store interior features other digital components such as LED screens, a charging station equipped with iPads and interactive mannequins. Fluorescent fixtures and geometric metal installations further complement the futuristic store design.

The store will offer collections for ladies, men, young ladies and young men, with separate "shop-in-shop" areas for accessories, lingerie, sports apparel, maternity and the brand's plus-size line, H&M+. The location will carry the Swedish retailer's children's collection. This will also be the first store worldwide to debut the Isabel Marant for H&M collection to the public.

To mark the launch of Lady Gaga's new album, Artpop, H&M Times Square and more than 175 stores nationwide will sell her CD for an exclusive price of $9.95, while supplies last.

H&M Times Square will be open for 24 hours with a digital countdown announcing hourly offers for the whole family. The first 1,000 shoppers in line will receive an Access to Fashion Pass, valued from $10 to $1,000, as well as additional giveaways. The retailer also plans on giving out 20 golden tickets which will grant 20 winners a meet and greet with Lady Gaga and early access into the store.

This store marks the retailer’s 12th in Manhattan.

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