H&M is set to launch a boutique pop-up shop in New York City’s Nolita neighbourhood, showcasing its fresh brand direction. Located at 372 Broome Street, the pop-up will run from 24th October to 29th December, offering an immersive shopping experience. Designed in collaboration with LA-based studio Perron-Roettinger, the space will feature a curated selection of womenswear, beauty, and home products, reflecting the neighborhood’s fashionable and trendy vibe.
Aroma installations will allow customers to create personalised bottles of essential oils inspired by New York, guided by experts who will help them craft unique scents. This initiative aligns with H&M’s efforts to revitalise its brand identity and strengthen its physical store presence in New York and across the Americas.
Michael Beaumont, H&M Americas’ regional head of expansion, emphasised the importance of creating modern, engaging spaces. The Nolita pop-up is part of a broader expansion plan, with new store openings planned in cities like Miami, Chicago, and Montreal before the year ends. H&M is also refreshing several stores, including its Westfield Culver City location in Los Angeles, reopening on 14th November.
