While H&M Adorables is characterised by refined silhouettes, high-quality materials and enduring pieces, it also includes playful elements. The Selfridges space uses wooden fixtures and a news stand centerpiece to showcase the collections and offer an immersive experience for parents and children alike.
H&M has launched a vibrant pop-up store at Selfridges London for its new premium childrenswear line, H&M Adorables.
Featuring high-quality materials and playful elements, the collection is showcased in a wooden, immersive space designed by Open Studio Stockholm.
The store includes cashmere, wool knitwear, and organic cotton pieces, with a news stand and a mascot by artist John Bond as focal points.
“We’re absolutely thrilled to present H&M Adorables, our new premium kidswear concept, to Selfridges customers. This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, and we can’t think of a more fitting place than Selfridges to house the collection. We’re so excited to see the pop-up come to life and for Selfridges shoppers to experience it,” says Sofia Löfstedt, Head of Design and Creative H&M Kids.????
H&M commissioned Open Studio Stockholm to design the pop-up space and the Oxford Street window display. Wooden structures dominate the space, showcasing garments ranging from super-soft cashmere to premium wool knitwear, alongside organic cotton blouses and waxed-cotton jackets. A wood clad kiosk offers a focal point, accompanied by a large depiction of the H&M Adorables mascot designed by British artist John Bond.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fibre2Fashion News Desk (RM)
