On 25th September, H&M kicked off with the natural brand extension for a retailer: To jump from apparel to home textile and accessories.

However, instead of creating “yet another H&M to dress your HoMe” – i.e. ZARA home – they went for a risky brand reinforcement via a pantone-inspired and impressively cool showroom installed in their space in central Stockholm.

H&M_home

Climb upstairs and scan through the planned shows for the season, to you get a metallic palette.

H&M_home

Explore the open space where things are displayed in a art gallery-like manner and stick magnetic colors (one for each item to purchase) to your card.

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Sold out item? No magnets left.

H&M_home

Changed your mind? Just leave the no-longer-wanted in the magnet parking.

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Craving for more? Address to the color library that contains anything available though not present in the first show.

H&M_home_shop

Don’t forget to drop by… Pay and get your stuff!

H&M_Stockholm

Home reflections is the first show called. I agree. There’s a lot to reflect on how this brand new experience of interior design moves a step beyond, from the familiar ikea-like environment, to a creative environment, where the customer becomes both critic and creator of his own oeuvre.

This is a post by the David Report contributor Claudia Muñiz García.

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