Inside H&M's New NYC Nolita Pop-up
By Paper MagazineNov 25, 2024
As H&M’s cultural impact continues to grow, so too does its physical presence — now the brand’s opened a new pop-up space in New York City’s Nolita neighborhood, open through the end of the year.
The 1,000-foot boutique was designed in collaboration with LA-based studio Perron-Roettinger and includes a curated mix of H&M’s most fashionable pieces. Womenswear, Menswear, beauty and home products take center stage here, in an effort to mirror Nolita’s trendy vibes. The pop-up will feel somewhat familiar to those who visited H&M’s temporary space in Brooklyn’s Williamsburg last year.
Throughout the duration of the pop-up, H&M Nolita will host a slew of events and activations, like red light therapy, tooth-gemming, a custom pin and badge bar and a Curated by H&M library. Brooklyn-based gem artist BlingbyBianca will take up temporary residence at H&M Nolita for tooth gemming starting on November 22, with appointments available from 11 AM to 7 PM between November 22 and November 24 and then again from November 29 through December 1. Appointments are available for booking now here.
The Curated by H&M library, meanwhile, will offer visitors a chance to browse a fashion literature archive from November 15 through December 29. Curated by Morian Mikhail on behalf of COMFORT magazine, the collection includes zines, back-issues, first editions and lots of independent publications.
The H&M Nolita pop-up is open every day until December 29 at 372 Broome Street.
This article is a sponsored collaboration between H&M and PAPER.From Your Site Articles
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