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H&M presents the new store concept in Chelsea, London

The company’s new visual identity is reminiscent of a boutique with high-quality materials, seating and a clear presentation of the curated range.

The color grey is used primarily in various shades and materials. Anthracite-colored shelves as room dividers, an armchair with a silky shiny surface and a carpeted floor – the first impression is more reminiscent of a cozy living room than a sober store. In general, the aim seems to be to avoid cluttered product displays and to make the range as appealing as possible for customers. Products from the categories of women’s fashion, accessories and beauty products are presented.


“Every aspect of the store is focused on the customer – it’s about celebrating the joy of shopping through great design, interactive store features and a personal touch for every visitor.” – Henrik Nordvall, Country Manager of H&M UK & Ireland.


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