Fast fashion brand H&M opened a new store Friday in Williamsburg, Brooklyn, New York City, just in time for the holiday season. This is located at 92 North 6th Street and thus in the heart of the district, which is also called “Little Berlin”.

    With the store, H&M is relying not only on a carefully compiled range but also on an exclusive program that will change every four to twelve weeks until January 2024. Each new “chapter” that the brand opens every one to three months offers an updated fashion offer, visual elements, various events and a number of well-known, local partners from the neighborhood.

    H&M’s new store in Williamsburg, Brooklyn. Image: H&M

    “With H&M Williamsburg, we’ve overturned the traditional store playbook to create something unexpected that embodies who we are as a brand today,” said Linda Li, Head of Customer Activation & Marketing for H&M Americas in a statement.

    “We invite both our loyal fans and new customers to experience H&M in a new light – combining style, culture and exclusive experiences in our new home in Williamsburg,” adds Li.

    New H&M store in Williamsburg, Brooklyn
    H&M’s new store in Williamsburg, Brooklyn. Image: H&M

    Beginning in 2023, H&M Williamsburg will offer twice a week cultural and community activities to its customers to enhance the shopping experience. Events will be themed around art, fashion and music, as well as local businesses and personalities, with partners such as DJs, artists and fashion designers from the neighborhood bringing together a new weekly offering of events every Friday.

    H&M’s Christmas campaign kicks off with “Brasserie Hennes”, which was inspired by a wintry French brasserie. It aims to be the perfect place to curl up during the cold season and from December 1st to December 30th, the H&M Christmas collections as well as goods from local Williamsburg retailers such as fragrances, housewares, vintage pieces, gourmet food, Browse accessories and beauty products that make good gifting.

    H&M's new store in Williamsburg, Brooklyn
    H&M’s new store in Williamsburg, Brooklyn. Image: H&M

    Fixed elements of the store such as a coffee station, a magazine shelf and music that serves as a background soundtrack are provided by three on-site partners. In addition, the widespread RFID technology allows employees to view the entire inventory and size options in real time.

    Mobile payment options are available for customers throughout the store, as well as smart mirrors in the fitting rooms that provide recommendations for a product’s size and color, as well as personalized product and styling recommendations.

    H&M's new store in Williamsburg, Brooklyn
    H&M’s new store in Williamsburg, Brooklyn. Image: H&M

    “Having worked with H&M on so many successful projects over the past 15 years, we are thrilled that our Williamsburg-born and resident agency, The Gathery, has been chosen to bring this creative and forward-thinking project to life in our own neighborhood ‘ comments Nicky Balestrieri, co-founder of The Gathery.

    “We have long known that the future of retail lies in experience, so it was natural to join forces on a project like this that will ultimately benefit our community. We look forward to our neighbors being able to visit the ever-evolving space and experience H&M in a whole new light over the next year,” adds Balestrieri.

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