For five months this year, things got a little quieter on Orchard Road when H&M’s flagship store at Orchard Building underwent a major revamp.
It’s now back – with a refreshed store design, new product lines, and a more exciting and dynamic retail experience.
We are not just talking about shopping for the trendiest fashion that the brand is known for; the four-storey store aims to take customers on “an H&M discovery journey that evolves beyond a traditional shopping experience.” This means welcoming everyone into a warm, creative and modern atmosphere with a diversified range of offerings, including home and bath accessories.
So what can shoppers expect? Here are six things to know about H&M’s revamped flagship store.
1. H&M Home has officially landed
You no longer need to wait for the annual H&M Holiday pop-up. A dedicated section on the first floor now houses H&M Home featuring an assortment of living, bath, bedroom and children’s accessories. Revitalise your home with bed linens, tableware, cushions and more. Our top picks? The duvet covers in ditsy floral prints, decorative vases and cushion covers. Note that H&M Home products are currently only available in-store although there are plans to make them available online in the near future.
2. The store has a new sustainable facade
At first glance, the facade looks simple, but it’s actually made entirely from i-Mesh textile, the first-of-its-kind in Southeast Asia. Made of fabric and resin, the material is sustainable and customisable, and can be reused at the end of its life. It’s also a dynamic interface that can produce a different look each time with changing colour and lighting effects.
3. Layouts are constantly evolving
It won’t be boring each time you step into H&M. Thanks to wall and floor interiors that are designed to be flexible, and layouts that will be refreshed with specific concepts or products, customers will be inspired and get a new experience when they shop.
4. It’s a welcoming environment
Soft muted colours provide a warm, inviting and modern atmosphere, while contrasting fixtures bring the fashion to the forefront. The second floor has been made more open with an interior balcony overlooking the main entrance below. There are also open lounge areas for shoppers to rest and hang out while they try out the latest fashion finds. We suggest checking the spacious H&M Move section with its wide range of items.
5. There are interactive games and digitalised elements
Digitalised screens are peppered throughout the store to create a fun, stylish and dynamic experience. Kids, in particular, can play and learn through augmented reality by scanning QR codes in the store to learn about the brand’s garment collecting programme and be a recycling hero.
6. Find affordable skincare and body care line, OHH!
It’s hard to miss OHH! (it stands for “Oh Hey Hero”) with its brightly coloured packaging. Be the first to try H&M’s new line of vegan skincare and body care essentials at affordable prices. Targeted at Gen Zs, the products range from moisturising sticks and body scrubs to razors and shower caps.
H&M flagship store is at 1 Grange Rd, Orchard Building, Singapore 239693.
