Open Studio Stockholm
Götgatan 48. 118 26 Stockholm
H&M Karlaplan, Uppsala and Palma

In November 2017 H&M launched a brand new store experience at Karlaplan, Stockholm. Since then two more stores have opened in Uppsala, Sweden and Palma, Spain. The mission was to create a ‘neighbourhood store’ for the local customer. The concept is based on a feeling of home, inviting and welcoming, where you want to stay for a long time. The selected collection, interior products and the external cooperation are presented in an environment with the best quality and accuracy in every detail. All furniture was specially designed and developed for these stores.

Traditional retail communication is exchanged for communication on pillows, lamps and in picture frames. Bags and gift bags are designed as purchase lists, all in environmentally friendly paper.

Fashion shoots are made in the store to create the same feeling in the images as we have in the store. The cost effectiveness is extra benefit.

Client: H&M Laboratory/H&M Sweden/H&M Spain

Collaborations: Space in the making/KS Projekt/Agneta Pettersson/Johan & Nyström/Christoffers Blommor/It’s Pleat and more

Scope: Concept development/Design platform/Store design/Architecture/Visual identity/Packaging design/Communication/Campaign