New York — Hennes & Mauritz (H&M) will open a 42,000-sq.-ft. store in the heart of New York City’s Times Square on Nov. 14 at 12:01 a.m., with a ribbon-cutting and lighting of the H&M logo on the top of the building by global recording and fashion 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 over 7,000 sq. ft. of LED screens, and a 53-ft. glitter wall in this ground breaking location, we knew we had to partner with a star who shines as bright as the store.”
The store embraces modern technology with a digital runway: a virtual catwalk projecting images of guests onto exterior screens that brighten the backdrop of the city that never sleeps. This unique content can also be accessed in real-time through the customers’ social media platforms.
The store interior features other digital components such as LED screens, a charging station equipped with iPads, interactive mannequins and much more. Fluorescent fixtures and geometric metal installations further complement the futuristic, tech savvy 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+. This location will carry the Swedish retailer’s fantastic children’s collection.
To celebrate opening day, H&M Times Square will be open for 24 hours with a digital countdown announcing hourly offers.