H&M will open a pop-up space in New York City’s Nolita neighborhood this month to showcase the brand and offer an immersive experience for customers.
Located at 372 Broome Street, the pop-up has an assortment of the brand’s womenswear, beauty and home products curated to mirror the neighborhood. H&M has partnered with LA-based design studio Perron-Roettinger to create the Nolita concept.
“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.
At its launch on October 24, guests can access an aroma installation in the pop-up to create personalized bottles of essential oils inspired by NYC. They’ll be led by an expert who will break down each of the six base oils and potential pairings.
“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,” Beaumont added.
“With our H&M Nolita pop-up, as well as our many other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future.”
The Nolita pop-up will be open from October 24 to December 29.
