Regent Street scores a retail global first this morning as new H&M format & Other Stories opens its doors at 12pm.
Spread across two floors on the site of the former Mamas & Papas flagship, the new store has been stripped back to create a whitewashed industrial interior.
The store presents collections that are supposed to remind shoppers of four different cities: Stockholm, New York, Paris and Berlin with a different space given on each floor for each city. Overall, the whole shop is intended to remind shoppers of the backstage area at a fashion show just before it starts.
The ground floor features womenswear at the front, with beauty products at the back, while upstairs there is more womenswear and shoes. Prices ranges from relatively inexpensive to a few items that are more design-led with tickets just shy of £200.
The store interior features white painted metal, concrete and plain wood and cardboard as its major elements and has been designed in-house.