H&M to open interactive pop-up in east London

H&M will showcase wares from its latest Divided collection at a pop-up store within east London's Old Truman Brewery from Thursday (23 July).

Foxes will deliver a performance during the 30 July event
Foxes will deliver a performance during the 30 July event

The 1,100 square foot space will offer shoppers the opportunity to browse items from the brand’s new collection for women, which is fronted by British singer-songwriter Foxes

During its six-week residency, the store will host a series of events and activities, including DJ sets and late night lock-ins, meanwhile people will be able to hear from the brand’s ‘hotly tipped artists’ by visiting the store’s music pods.

Shoppers will also have the opportunity to create their own grunge-inspired 1990s-style jewellery, and staff will be on hand to provide complimentary manicures and graphic nail and body art.

The space will be complete with neon and linear lighting, an indoor wall mural, raw concrete features and scaffold elements.

To celebrate the launch of both the new collection and pop-up, H&M will host an invite-only party at the store on 30 July, which will feature a performance by Foxes.

Carlos Duarte, country manager H&M UK and Ireland said: "We always strive to excite and surprise our customers, and by launching a pop-up shop in east London we have the opportunity to offer H&M’s Divided collection to such a diverse range of shoppers and fashion-lovers in an innovative and fun way.

"East London has a very different vibe to any of our other locations throughout the UK, which makes this pop-up launch so exciting and in the perfect location to present the collection."

The pop-up will be open between 11am and 7pm, from Monday through to Sunday.

More: in pictures: H&M invites tennis fans to meet Tomas Berdych

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