H&M opens new store in SoHo, pilots smart mirrors

Located at 591 Broadway, the almost 10,000 square foot store was designed by the brand’s in-house architecture team and takes inspiration from the aesthetic of the neighborhood’s renowned art galleries.

@laurenwolfe Such a cool shopping experience, you have to stop by the new location at 591 Broadway @H&M #hmpartner #nyc #nycshopping #hmsoho ♬ Storytelling – Adriel “This new location marks our return to SoHo, a neighborhood which continues to be an epicenter of fashion and style,” says Carlos Duarte, President of H&M Americas.

“We’ve been testing new store concepts in NYC, such as our recent H&M Williamsburg store experience, with the aim of building the best, elevated shopping experience for our customers.

We’re excited to bring H&M SoHo to life through curated, trend driven products as well as a new secondhand offering, all in a sleek and inspiring store that fits seamlessly into the fabric of the neighborhood.” The SoHo location spans nearly 10,000 square feet and is designed to reflect the artistic flair of the neighborhood’s galleries…