Until 31 December 2024, H&M is opening the doors of its new Parisian pop-up in the heart of the Marais district.
The Swedish brand is coming to France to present its fashion laboratory. It’s a surprising short-term boutique that breaks away from the brand’s usual codes.
On the menu: the Fall/Winter collection, beauty products, chic and sporty capsules collections, second-hand goods and a futuristic decor.
Designed by the American studio Perron-Roettinger, this immersive 850m2 pop-up makes its mark with an omnipresent red theme, the signature colour of the H&M brand. As soon as you enter, you are quickly captured by minimalist atmosphere of the set design, with mannequins in the centre of the corridor. A Paris 2024 fashion week effect!
The exclusive capsules are then delicately displayed on a glass case.
Upstairs, you’ll find a second-hand ‘H&M Pre Loved’ collection, a make-up and beauty range, a sports capsule collection, a children’s capsule and an ‘H&M Studio’ collection.
The ephemeral boutique is a great success. The location is unusual, and respects a laboratory theme with its white floors and walls. The red colour works perfectly well to highlight the brand’s products.
Galerie Joseph
116 Rue de Turenne, 75003 Paris
Open until 31 December