H&M – Hammersmith, London

H&M has revealed a new strategy for its concept stores, with the launch of a first-of-its-kind retail experience at its Hammersmith site.

The 2,300 square metre store will launched in early December focuses, on customer experience and strengthening the H&M brand for its shoppers.

The Swedish apparel giant will test numerous new concepts at the store, which according to H&M will have a completely new look and feel, and be the first to launch across the world.

Stone flooring and “greenery” will create what H&M describes as a “covered courtyard feel”, with three floors of the store connecting via a wrought iron staircase. There is a  relaxed environment while browsing the store and I particular liked the signage and the Self Service Check-Out Desk and the focal points around the store.  It really does give the customer a good shopping experience they will remember. 

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