H&M opens new flagship and brand’s largest store in Manhattan

Hennes & Mauritz AB (H&M) is a Swedish multinational retail-clothing company, known for its fast-fashion on Thursday celebrated the opening of its new flagship on Fifth Avenue in Manhattan, is the world’s largest at an impressive 57,000 square feet, with a full concierge shopping service. It’s also the first location in the New York area with an H&M home department.

H&M collaborated with American artist Jeff Koons on the opening. (The company is sponsoring the artist’s ongoing retrospective at the Whitney Museum of Art.) Koons designed a limited-edition handbag featuring his iconic Balloon Dog. The façade of the store also featured two huge images of the dog, expected to remain in place for about a week after the opening.

The interior features a four-story atrium with clusters of mannequin groupings and a 740-sq.-ft. LED screen. It is H&M’s most upscale store to date, featuring chandeliers, leather seating, green and white marble tiles, an opulent wall of mirrors, and distinct herringbone wood work. Fitting rooms are outfitted with tufted-fabric walls.

H&M delivers great fashion season after season and it’s nice to see my work at their new store.” While the fast-fashion brand has collaborated with many highbrow designers—including Isabel Marant, Lanvin, and Karl Lagerfeld—this is the first time they’re teaming up with an artist. Just like bringing high fashion to the masses, now art will feel a little more accessible, all while giving H&M some clout in the art world.

H&M currently operates 318 stores in the United States, and approximately 3,200 stores in 54 markets worldwide and employs around 116,000 people.

The record for size will soon be surpassed by its 14th store planned to be opened in the Herald Center, located on Herald Square, at the intersection of Broadway and Fifth Avenue, estimated at more than 63,000 square feet.