Tomorrow night, H&M’s flagship Oxford Circus store will reveal the makeover that’s been 14 months in the making. Taking the space to over 3,750 square metres with the addition of two extra floors, the behemoth six-storey building boasts an array of new features, including a shoe lounge, free wi-fi and a chill-out area on the fourth floor. What’s more, London blogger Susie Bubble has been commissioned to guest curate the windows ahead of the opening, using the key spring trends from the new collection.
Of course, this is not simply a case of opening up front doors — H&M is celebrating the relaunch with a colossal four-day fashion and music festival. With a line-up of more than 20 international DJs and music acts scheduled to take over, the likes of DG, Nick Grimshaw and models Mary Charteris and Daisy Lowe will be taking to the decks, alongside The Voguettes, Florence and the Machine and Vinyl Sessions. Photobooths, complimentary pampering stations and refreshments will also be on hand to keep the party going. Get in line before 1pm on opening day to receive an extra 25 per cent off to spend when you get through the doors. We’ll see you in the queue.
