H&M's new retail format launches in SoHo, NYC

Marking a return to the streets of SoHo, H&M recently opened the doors of it's new Brand Lab format. Having worked with the brand on a multi-dimensional retail format strategy tailored to New York, the new store on 591 Broadway is the second format to surface from this highly strategic collaboration (following H&M's Williamsburg pop-up we designed last year).

Designed and brought to life by their in-house teams, this is H&M's first womenswear-only store format; offering an elevated shopping experience with a highly-curated assortment from their Premium and Tailoring collections. Another first for the US is H&M Pre-Loved, a showcase of second-hand vintage styles.

Going the extra mile to authentically reflect SoHo's creative culture and offer a distinctly localised 'vibe' in-store; the new retail format also features localised playlists, providing a platform for emerging talent, and bespoke design treatments. Every item, service, experience and design detail - reflects the unique trendsetting style culture of SoHo whilst elevating H&M's fashion authority.