H&M will open a new brand destination at 372 Broome St. in New York City’s iconic Nolita neighborhood, running from October 24 to December 29, 2024.
The boutique pop-up space “will surprise customers and offer a memorable and immersive experience showcasing the very best of the brand’s fashion identity,” the company said.
“This new pop up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways,” said Michael Beaumont, regional head of expansion for H&M Americas. “We’ve been experimenting with new store concepts and design in New York City, such as our recently opened H&M SoHo location, with the aim of building modern, engaging spaces for our customers. With our H&M Nolita pop up, as well as our multitude of other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future.”
H&M Nolita will be the stage for activations across culture, fashion, beauty and more. The location will open on October 24 with an aroma installation, offering guests the opportunity to create personalized bottles of essential oils inspired by New York. Customers will be led by an expert who will break down the inspirations of each of the six base oils and potential pairings, allowing the customer to develop their own unique scent.
The assortment of womenswear, beauty and home products has been curated to mirror the neighborhood with fashionable and trend-driven products, while offering a diverse assortment to allow customers to express themselves. H&M has partnered with LA-based design studio Perron-Roettinger to design the Nolita concept.
New Yorkers will not be the only shoppers to see transformations at H&M. This fall, the retailer is investing in its brick-and-mortar stores across the U.S., Canada and Ecuador, giving them a fresh look and updated features through a series of openings and re-openings in Brickell City Centre in Miami (opening October 17); Queens Center in Elmhurst, New York (October 24); North Michigan Avenue in Chicago (October 24); Scala, Quito, Ecuador (October 24); Royalmount, Montreal, Canada (November 7) and Westfield Culver City in Los Angeles (reopening November 14).
