In October 2019, H&M launches a first of its kind branding flagship store – H&M Mitte Garten in Berlin. The store is the smallest yet and a hyperlocal neighbourhood store for the Mitte crowd.
The concept is based on the fantastic garden in the backyard. Greenery and gravel is brought into the store to create an indoor/outdoor feeling. Assortment, collaborations, vintage clothing, café, events and activities etc. is handpicked and curated to fit the local customer.
Scope: Store concept development/ Naming/ Visual identity/ Graphic design/ Store design/ Architecture/ Packaging design/ Communication/ Art Direction/ Fashion photography/ Digital design