H&M HOME opens unique concept store in Berlin – Retail Focus

Annette K. Brown

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H&M HOME has opened the doors to its new standalone Concept Store in Berlin. The interior and lifestyle destination marks a new elevated level of global H&M HOME flagship stores and will offer a dynamic and inspiring customer experience.

The store presents the latest interior collections in an inviting and contemporary surrounding, inspired by modern cosmopolitan homes and hotels and with visual elements of Bauhaus style.

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The newly designed Concept Store is located in the vibrant Mitte area of Berlin and is set across two floors covering more than 650 square metres. The architectural space has a warm and welcoming atmosphere, where authentic details in concrete and wood create a modern metropolitan feeling, celebrating the timeless brand universe of H&M HOME. While experiencing the rich diversity of our extended assortment, customers will be met with unique features such as an in-store café serving hot drinks and delicious pastries and an orangery with fresh seasonal flowers and plants.

Ida Lindahl, General Manager at H&M HOME commented: We are delighted to open the doors to our new H&M HOME global flagship store in Berlin. This iconic location in the heart of Mitte will offer a new, even more elevated and vibrant customer experience which, in addition to our full assortment, will showcase several unique elements like artworks from local artists, handpicked vintage pieces, a curated selection of local external brands and an in-store café. The store will offer a high level of services and inspiration, both in the store environment but also from our staff, who will be able to share decorating advise and creative insights to the customers. Something we see as a strong complement to our digital offering.

 

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