Christina Aguilera, H&M celebrate Times Square store reopening

Zach Hilty/BFA.com; edited by Olivia LiCalzi/BFA.com
 
Christina Aguilera was the guest of honour at the reopening of H&M’s flagship Times Square store at 1472 Broadway, New York City.

The store showcased the H&M Studio holiday capsule, the latest men’s and women’s collections, H&M Move, the sport collection, denim, lingerie, accessories, and children’s collections covering newborns to 10-year-olds. The reopening marks a season of investment for the retailer in NYC.

‘I am so excited to be here at H&M’s gorgeous new store, in Times Square no less,’ said Aguilera in a release. ‘What perfect timing for this location to reopen with their new collection just before the start of the holiday season. We’re very excited to bring on the joy for the season!’

Michael Beaumont, regional head of expansion for H&M Americas, noted, ‘With this refreshed flagship store, customers will be able to see and feel H&M’s strengthened brand identity first-hand through hyper-curated artistic and design elements, innovative technologies, and interactive experiences—all anchored by H&M’s diverse fashion offerings.’

One of the stand-out spaces in the new store is an immersive fitting area. The fitting rooms have LED screens in the floor and ceiling, and interactive mirrors. Customers can select visual themes and music based on their choices and moods, personalizing the experience.

Linda Li, head of customer activation and marketing for H&M Americas said, ‘Features like our new immersive fitting rooms combine music, fashion and fun to let our customers become their own style star.’

Glass walls flank each side of the main escalater, designed by Hovercraft of Denver. There are fluted concrete panels, seamless terrazzo flooring, custom-built wood fitting rooms, and giant LED screens on the ground and second floors.