NEW YORK, Nov. 18, 2022 /PRNewswire/ — Simply in time for the vacation season, H&M is opening a brand-new retailer expertise in Williamsburg, Brooklyn, that’s recent and stunning whereas paying homage to the long-lasting neighborhood.  That includes a thoughtfully curated choice of the model’s most trendy types, H&M Williamsburg may even host unique programming and model moments in an area designed to evolve all year long. Each 4-12 weeks the model will unveil a brand new “chapter” with up to date vogue, visuals, experiential occasions and a crop of celebrated, native neighborhood companions – bringing to life a brand new retailer idea that strikes on the velocity of fashion. 

Situated within the coronary heart of Williamsburg at 92 N. sixth Road, the over 7,000 sq. foot house opens on November 18th and can proceed its tenure via January 2024.  A primary of its sort on the earth for the model, the expertise is an invite into the DNA of H&M – a vacation spot that’s experimental in design, progressive in programming and a spot for the curious to discover fashion in a enjoyable and community-focused setting.

“With H&M Williamsburg we threw out the normal retailer playbook to construct one thing surprising that embodies who we’re as a model at the moment,” says Linda Li, Head of Buyer Activation & Advertising for H&M Americas. “We’re inviting each our loyal followers and new prospects to expertise H&M in a brand new mild – marrying fashion, tradition and unique experiences at our new dwelling in Williamsburg.”

H&M Williamsburg will start providing distinctive client activations beginning in 2023 to raise the expertise, occurring two occasions every week, specializing in tradition and neighborhood. These occasions will focus on artwork, vogue, and music in addition to native companies and personalities. A neighborhood accomplice will curate new weekly choices for occasions every Friday, together with DJs, artists, and magnificence makers who will contextualize their “chapter” for each most people and VIP company.

The primary “chapter” will rejoice H&M’s vacation marketing campaign by that includes “Brasserie Hennes”. Impressed by a wintery French brasserie that’s the excellent place to cozy up in throughout the winter season, the house will characteristic one of the best vogue from H&M’s vacation collections, in addition to a extremely curated market of native Williamsburg retailers promoting their seasonal items, excellent for gifting, from December 1st to December 30th. A wide range of merchandise will probably be provided on the market, together with scents, dwelling items, classic items, gourmand meals, equipment and sweetness merchandise, making H&M Williamsburg the proper place to get your vacation look in addition to a present on your get together host.

Regardless of the time of 12 months or marketing campaign being introduced, sure components of H&M Williamsburg will stay constant, resembling a chosen house for content material seize and an inspiring retail show.  Moreover, starting within the new 12 months, ever-green accomplice activations from three native Brooklyn-based manufacturers can have their very own devoted house within the retailer. These companions will present the necessities which have come to outline the proper day trip in Williamsburg: a espresso station, {a magazine} rack and music that serves because the soundtrack for the house. 

Prospects visiting H&M Williamsburg may even profit from the most recent in retail know-how for a simple procuring expertise.  Because of widespread RFID, retailer staff will probably be ready have full visibility of stock and dimension choices in actual time. Together with the choice for cellular fee from wherever within the retailer, prospects can get pleasure from sensible mirrors in becoming rooms that determine prospects’ merchandise, together with the dimensions and colour, and supply personalised product or styling suggestions. The sensible mirrors use the identical RFID know-how to collect details about what objects a buyer has introduced into the becoming room and the mirrors gather solely product information.

“After collaborating on so many profitable initiatives during the last fifteen years with H&M, we’re thrilled that our Williamsburg-born and based mostly company, The Gathery, was tapped to carry this inventive and progressive endeavor to life in our personal neighborhood,” says Nicky Balestrieri, Co-Founding father of The Gathery.  “We have lengthy recognized that the way forward for retail is in expertise, so to affix forces on a undertaking like this, finally benefiting our neighborhood, was a no brainer.  We’re excited for our neighbors to go to the ever-evolving house all through the following 12 months and expertise H&M in a very new mild.”

Because the methods by which customers wish to store, work together and have enjoyable evolve, H&M continues to rework its enterprise to be buyer centric and meet them the place they wish to be.  H&M has all the time been on the intersection of recent tradition and vogue, with New York Metropolis as its dwelling in the US. With the model’s arrival within the iconic neighborhood, H&M is not only extending the model into, however actually celebrating, Williamsburg. 

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