H&M Transforms Flagship Store Experience with H&M Home
H&M fully reopened the doors to its flagship store at Orchard Building on Thursday, 24 August 2023, after a five-month-long revamp to transform and upgrade the shopping experience for customers. Shoppers can now look forward to innovations in store design and a digitalised retail experience, the official launch of the well-loved H&M Home brand and more.
Launching H&M Home to provide a diversified shopping experience
H&M Home has enjoyed great popularity when launched for limited periods as part of the annual H&M Holiday Pop-Up annually. As part of the brand’s continuous efforts to optimise its store portfolio, the brand will now launch H&M Home as part of the revamped flagship store. There will be a wide assortment of H&M Home’s living, bath, bedroom and children’s accessories in various styles, ranging from quirky geometric shapes and prints to modern and rustic shades of wood, eclectic coloured glass and elegant metals and marbles. H&M Home will sit in a dedicated area on the store’s first floor, and be accessed via its own entrance or through the ladies’ section.
Evolving layouts and AR for a dynamic retail journey
The refreshed store layout aims to give customers more than just a traditional shopping experience. The store’s walls, interiors and floors have been designed to be flexible, as digital screens will be installed in various sizes and formats. This allows parents and kids to play and interact with the QR codes on posters across the store and on the garment collecting box, which will lead them to an AR world that breaks down H&M’s garment collecting programme and offers games to play so they can be recycling heroes. Open lounge areas will also be set up in the ladies and divided sections, allowing for respite and a space to engage in lifestyle, fashion or sustainability-related activities.
Sustainable fashion statements with Southeast ASia’s first i-Mesh facade
Conceptualised and designed by RSP Architects, the store will feature The Veil – a new, sustainable tensile fabric facade made from i-Mesh. The sustainable and customisable textile is made of high-performance fibres, and creates zero waste, as it is produced in exactly the shape and pattern that is desired. It is only made of fibre and resin, and since the latter has a thermoplastic origin, i-Mesh textiles can be easily separated and reused at the end of their life.
This also creates a dynamic interface that constantly changes, allowing H&M to curate and present a unique brand experience each time. The Veil looks like a deceptively simple white canvas in the day, but it takes on a more translucent look when viewed up close, revealing a hidden H&M experience behind. At night, it becomes a dynamic membrane where vibrant colours and customisable lighting effects come together to create a different look and experience each time.
“Our customers are at the heart of what we do at H&M, and we’re excited to launch an elevated flagship store experience that will allow them to discover and engage with us in bigger and better ways. This rebuild, with the launch of H&M Home, encompasses two values that remain at the core of our business – constant elevation while ensuring that we continue to take strides towards a more sustainable future for fashion. This is just the beginning for us, with Singapore as a key market. I look forward to the many opportunities we will have to connect with our customers here,” says Oldouz Mirzaie, Managing Director, Region South Asia, H&M.