H&M Transforms Williamsburg Store Into ‘Tactile Playground’

The redesign of its smaller, experiential store in Brooklyn is “Chapter Two” of its year-long rotation and is meant to highlight its activewear line.
The H&M store in Williamsburg, Brooklyn.
  • H&M has debuted the second theme at its new concept store in the Williamsburg neighborhood of Brooklyn, New York.
  • The New York City store opened late last year and will have various themes, called chapters, during the course of the year.
  • The current theme brings workout classes to the store and promotes the retailer’s new activewear collection, H&M Move.

H&M has transformed its concept store in the Williamsburg neighborhood of Brooklyn, New York, into a “kinetic, tactile playground” to promote its H&M Move line of activewear.

The retailer announced the new in-store theme in a Jan. 20 release, which it debuted this month, and features what H&M has named the “Move Studio.” The studio includes chromotherapy lighting to “evoke a soothing sensation,” the retailer said. Free workout classes will be offered in the studio daily from Jan. 19 until Feb. 22. The retailer said it was partnering with local community partners to bring the workouts to customers. 

H&M’s Williamsburg store opened late last year, as Retail Leader Pro reported. The experiential concept store is expected to be open for a year and features themes, called “chapters” by the retailer, that rotate throughout the year to give shoppers unique experiences each time they visit the store.

"H&M Move aims to democratize movement, making it fun, inclusive and stylish; exactly what the latest chapter of H&M Williamsburg is all about," said Linda Li, head of customer activation and marketing for H&M Americas, in the release. "We're inviting every body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood. Customers will also have the opportunity to discover our latest functional athletic wear, made with quality materials including DryMove and ShapeMove."

Workout classes available at the experiential store include “Good Move” dance classes, classes organized by the local Brooklyn gym Grind House, yoga classes provided by local studio Modo Yoga NYC, and pilates and hot yoga classes put on by the woman-owned YO BK studio. There will be one free class offered each day, which customers can sign up for using H&M Williamsburg's website.

H&M Move is the retailer’s entrance into the athletic wear category, which launched late last summer. While the store has the “Move” theme, it will feature clothing from the latest collection under the banner, the “Empower Collection.” According to the release, the collection features fashionable and functional clothing and accessories for men, women and kids. The clothing features H&M’s workout tech, like DryMove and ShapeMove, which keep wearers dry and provide additional support.

H&M is just one of the countless retailers that have experimented with the size of stores and in-store activations to keep consumers coming back for more. 

“We’re constantly trying to engage and reach our customers in new and exciting ways, and this new space shows how we’re moving forward with a customer-centric vs. product-centric mindset,” Li previously told Retail Leader Pro.