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New Tech-Savvy H&M Store to Take Times Square by Storm

Swedish retailer H&M will open a new 42,000-square-foot store at 4 Times Square this Thursday, bringing customers a truly digital shopping experience.

The new location will be decked out in tech with more than 7,000 square feet of LED screens, a 53-foot glitter wall and a digital runway where shoppers can try on outfits, hop on a catwalk and their images will be displayed model-style on screens inside and outside the store. And to cater to its Millennial customer, these images can also be synced with shoppers’ social media accounts adding to the brand’s reach. Fitting room areas will also come complete with charging stations and iPads for customer use and mannequins will be interactive.

And the opening will not be without fanfare–doors open at midnight, will stay open for 24 hours and Lady Gaga will be there to cut the ribbon and light the H&M logo atop the Times Square building.

Daniel Kulle, U.S. President for H&M said, “This is truly a milestone moment for H&M, to have a footprint at the crossroads of the world and own a piece of the NYC skyline with our brand illuminated on top of this impressive building.”

The three-story store will offer collections for ladies, men, young ladies, young men and the children’s collection, plus featured “shop in shop” spots for accessories, lingerie, sports apparel, maternity and the brand’s plus-size line. This new location will be the first H&M in the world to debut the much-anticipated Isabel Marant for H&M collection.

The Times Square store is the retailer’s 12th in Manhattan and continued New York City expansion plans include an opening at The Shops at Columbus Circle and a 57,000-square-foot Fifth Avenue flagship to open in the spring which will be the brand’s largest in the world.