Spanning nearly 7,000 square feet (650 square meters), the store features a wood-and-concrete design inspired by modern cosmopolitan homes and hotels and with visual elements of Bauhaus style. The store also features an in-store café serving hot drinks and pastries, as well as an orangery with fresh seasonal flowers and plants.
Merchandise-wise, the new store will carry H&M Home’s full line of furniture and lighting, as well as vintage pieces, upcycled furniture, and pieces from local artists and brands. The store also offers an array of services, such as international home delivery, monogram service, interior styling service, flower and plant consulting, and the possibility to order customized furniture from a Berlin-based cabinetmaker.
“This iconic location in the heart of Mitte will offer a new, even more elevated and vibrant customer experience,” said Ida Lindahl, general manager for H&M Home. “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 advice and creative insights to the customers.”
The store also carries H&M Home’s new collection with designer India Mahdavi, featuring tableware, home textiles, and rugs in gradient color plays, bright hues, and out-of-focus graphics, inspired by the blinding colors people see with their eyes closed in front of the sun.
“India Mahdavi is the well-thought-of designer in bringing joy, optimism and color to the world of interiors,” said Evelina Kravaev-Söderberg, head of design and creative, H&M HOME. “We wanted to create a poetic and contemplative collection, focusing on crafted quality and joyful colors, and we can’t wait to introduce our customers to India’s impeccable sense of color and design aesthetics.”
This is the second H&M Home concept store to open in Europe, with the first making its debut in Paris last fall. The company also recently announced plans to expand the reach of H&M Home to the India market this spring. The company also operates several H&M Home outlets in the U.S. in New York, Chicago and Los Angeles.
The news comes as fellow fast-fashion competitor Mango recently brought its home assortment to U.S. shores after launching the category with a focus on Europe last year.