Nov 21, 2022

H&M has opened a smaller boutique concept in the hip Williamsburg section of Brooklyn featuring a rotating mix of “most fashionable styles” and continually evolving activations with an emphasis on “paying homage to the iconic neighborhood.”

The just over 7,000 square foot space (H&M’s average U.S. store ranged between 20,000 to 25,000 square feet) will unveil a new “chapter” every four to 12 weeks with updated fashion, visuals and experiential events.

The first chapter celebrates H&M’s “Brasserie Hennes” holiday campaign. H&M writes in a press release, “Inspired by a wintery French brasserie that is the perfect place to cozy up in during the winter season, the space will feature the best fashion from H&M’s holiday collections, as well as a highly curated market of local Williamsburg merchants selling their seasonal goods, perfect for gifting.”

Starting in 2023, H&M will roll out consumer activations two times a week centering around art, fashion and music as well as local businesses and personalities. H&M writes, “A neighborhood partner will curate new weekly offerings for events each Friday, including DJs, artists, and style makers who will contextualize their ‘chapter’ for both the general public and VIP guests.”

Also beginning in 2023, three local Brooklyn-based brands will open dedicated spaces to support a…