H&M HOME Debuts a New Store Concept and Visual Identity at Its Stockholm Flagship

The 383-square-metre store is arranged as connected rooms, moving from living and dining spaces to bedroom and bathroom settings. Modernist influences, warm materials and dark wood give the assortment a residential context.

A Visual Identity That Extends Beyond the Shop Floor H&M says its in-house team developed the new logo and monogram.

The company announcement describes their use across store signage, gifting and customer communications, linking the renovation to a broader brand presentation rather than treating it as an isolated interior project.

Frida Dahlquist, General Manager of H&M HOME, said the store represents “a clearer expression of the brand.” Services Support the Assortment Monogramming continues at the flagship, alongside a florist concept with Bunchery…