H&M unveiled its latest pop-up store at 372 Broome Street in the heart of New York City’s Nolita neighborhood, with doors open through December 29 for the holidays. The highly anticipated holiday pop-up celebrates the brand’s fresh brand direction, immersing shoppers in curated style, culture, and interactive experiences just in time for peak gifting season.
“This new pop up is a celebration of the H&M brand and an opportunity for us to continue to show up for our customers in new ways,” said Michael Beaumont, Regional Head of Expansion for H&M Americas. “With our H&M Nolita pop-up, as well as our multitude of other store openings in top cities across the Americas this fall, we’re excited to build on our strong heritage while embracing the future”.
Inside the Concept: Curation, Customization, and Community
The H&M Nolita experience is more than a retail drop; it’s an immersive design environment. LA-based design studio Perron-Roettinger took the lead, shaping a boutique that bridges trend-driven fashion, beauty, and home with bold décor, curated playlists, and exclusive activations.
One of the opening highlights is the aroma installation area, where guests craft personalized bottles of essential oils inspired by New York City. Led by fragrance experts, attendees learn about six unique base oils and create their own custom blend—a first for an H&M pop-up and available exclusively to H&M Members.
The product selection mirrors Nolita’s eclectic, youthful vibe, showcasing fashionable and trend-driven womenswear, beauty, and home products. Exclusive collections and pre-loved archive drops add extra excitement for regulars and first-timers alike, alongside a preview of the upcoming H&M Holiday Collection launching November 6.
Events, Giveaways, and Community Moments
The pop-up kicked off with an Opening Celebration at 12 pm on October 24—with refreshments, music, and the debut of the scent bar. The first 150 customers in line received prizes from a forthcoming special collection, stoking enthusiasm for H&M’s reimagined retail approach.
On October 27, a Pre-Loved Archive Drop offered rare H&M items in limited quantities—a nod to the growing demand for circular, sustainable shopping options.
Throughout the pop-up’s run, H&M is planning:
- Regular music experiences and seasonal décor changes
- Immersive influencer activations and styling sessions
- Limited-edition drops, archive releases, and curated “New York-inspired” capsule collections
The Nolita pop-up aims to surprise customers and offer a memorable and immersive experience showcasing the very best of the brand’s fashion identity.
Innovating for the Brick-and-Mortar Future
The Nolita project is part of a bold retail reinvestment for H&M, which is simultaneously opening or refurbishing locations in SoHo, Chicago, Miami, Quito, and Elmhurst, NY. Each new store features modern layouts, experiential zones, and city-specific touches aimed at making H&M the most vibrant and relevant it’s ever been in North America.
This move supports H&M’s wider strategy to blend digital convenience with hands-on brand storytelling—answering consumer cravings for both next-gen shopping excitement and personal engagement.
Building on Legacy, Charting New Directions
By staking ground in Nolita, one of Manhattan’s style capitals, H&M is channeling both its Swedish design roots and New York’s downtown cool.
“We’ve been experimenting with new store concepts and design in New York City, such as our recently opened H&M SoHo location, with the aim of building modern, engaging spaces for our customers,” said Beaumont.
The Nolita pop-up is a showcase for the brand’s ongoing reinvention: stylish but sustainable, local but global, and always connected to a new generation of shoppers looking for both discovery and value.
