H&M Unveils ‘First of its Kind’ Rotating Style Store Concept in New York

H&M has opened a new type of store experience that will be updated with new fashions, visuals, events and neighborhood partners throughout the year.

Located in the Williamsburg section of Brooklyn, New York, the 7,000-plus sq. ft. store will feature the brand’s most fashionable styles and host exclusive programming in a space designed to evolve throughout the year. Every four to 12 weeks H&M will unveil a new “chapter,” bringing to life a new store concept “that moves at the speed of style,” the retailer said. The store will be open through January 2024.

The first “chapter” of H&M Williamsburg celebrates the brand’s holiday campaign and will run from December 1 to December 30. Called “Brasserie Hennes,” and inspired by a wintery French brasserie, the space features items from H&M’s holiday collections and a curated market of local Williamsburg merchants selling seasonal goods, including scents, home goods, vintage pieces, gourmet foods, accessories and beauty products. (The market will be open from December 1 to December 30.)