H&M has opened a new flagship store at The Original Farmers Market in Los Angeles, located at 3rd Street and Fairfax Avenue.

The 15,000 sqft, two-level store introduces a new format for H&M in the US, with a “curated customer journey” designed to create what the company describes as a “gallery-like atmosphere where every room, window and display tells a unique fashion narrative”.

Interior details include translucent display walls, fluted stucco surfaces and modular fixtures. The store also carries special collections such as H&M Studio and designer collaborations.

Moreover, the location operates on RFID-enabled systems to improve stock accuracy, speed up item location and ensure faster replenishment from the stockroom to the sales floor.

Customers can also use mobile checkout or choose in-store pickup for online orders.

“H&M’s debut at The Original Farmers Market will serve as the first of several new store openings planned throughout the year,” said Michael Beaumont, head of expansion for H&M Americas.