Aiming to win a place in the hearts of trendy New Yorkers, H&M has opened a pop-up shop in Williamsburg that takes on a different role every few weeks. This month: a fluorescent fitness studio for the new sports range.
“Kinetic and tactile playground”
In Williamsburg, a trendy neighbourhood in Brooklyn, H&M has created a special neighbourhood store that gets a complete makeover every few months, aiming to show local residents a different side of the Swedish fast-fashion giant every time. The shop has already showcased some of the chains most fashionable styles, byt now the shop is all about new sports collection H&M Move.
With that collection in mind, H&M Williamsburg has transformed into the “Move Studio”, which the brand calls “a kinetic and tactile playground for every body”. The shop does not only sell clothes and accessories for all kinds of sports, but it also features a real fitness studio to increase local anchoring. Local coaches run daily sessions in the studio, from meditation over dance to boxing classes. One session each day is free, to make exercise accessible to all.
The Move Studio will be open from 19 January to 22 February. Afterwards, the shop will transform again into something new. H&M is not yet disclosing which themes will be featured later, but it has already made it clear that the pop-up shop will continue to change throughout the year.
