H&M opens new concept store in Beverly Hills, California
Swedish fashion giant H&M has opened its first-ever concept store in Beverly Hills, California.
Located in the heart of Beverly Hills’ famous shopping district at 370 North Beverly Drive, which includes many other high-end and luxury fashion stores such as Tiffany & Co., Cartier, and Gucci, it brings the brand’s most fashion-forward expressions to one of the world’s style capitals.
Blending Scandinavian minimalism with California’s Art Deco heritage, the inside of the new store features an open wood ceiling, stucco-textured walls, and travertine stone accents designed to create an artful, gallery-like environment designed for discovery. To make the in-store experience, seamless and inspiring, there are behind the scenes, tech-enabled features such as RFID-supported systems, mobile checkout, and digital inspiration screens.
Showcased inside, are a curated selection of H&M’s most elevated womenswear, accessories, and special collections – from H&M Studio Holiday, to H&M Pre-Loved collections – the brand’s curated secondhand concept, presented through a partnership with local vintage icon Wasteland.
‘With this new concept store in Beverly Hills, we’ve created more than a destination – we’ve created an experience. With a curated assortment and elevated interior features, and introducing our pre-loved concept, the store is a space where fashion is playful, personal and connected to culture,’ Jorgen Andersson, Chief Creative Officer, H&M stated in a press release.
H&M’s Beverly Hills boutique is part of the company’s Brand Destination concept, featured in select cities globally. Reinforcing H&M’s commitment to self-expression and community it is more than a place to shop. A creative hub where customers are invited to explore the best of H&M through exclusive collections, curated experiences, and cultural events further embedding H&M into the cultural fabric of the city.
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