"Spanning 32,290 square feet and four floors, the well-lit, minimally designed retail space brings together apparel, home goods, hospitality, a flower shop, and an exhibition space that showcases recent designer collaborations for the H&M Studio line. The regional head office will be located on the fifth and sixth floors. A livestream studio, which sits on the ground floor, will become the command center for the brand's Douyin livestream activities."
"Construction for the store began in early April, transforming the gray brick building into a red superstructure. "The store started with 'a crazy idea,' but it has since evolved into a concept that goes far beyond a traditional retail store," H&M's China chief executive officer Saed El-Achkar wrote on Xiaohongshu, China 's popular social commerce platform. "House of H&M is a real brand center, it combines fashion, inspiration and retail in one, breaking boundaries," El-Achkar added."
H&M reopened a six-story flagship named House of H&M on Shanghai's Huaihai Road, restoring its historic first mainland China location. The store occupies a 32,290 square-foot space across four retail floors with apparel, home goods, hospitality, a flower shop, and an exhibition area for H&M Studio designer collaborations. The regional head office sits on the fifth and sixth floors. A ground-floor livestream studio will host Douyin broadcasts featuring celebrities, influencers, designers, and models. H&M resumed leasing the property from Yimin Group at an annual rent of 25.5 million RMB for the first five years. Construction transformed the gray brick building into a red superstructure.
Read at WWD
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