H&M Williamsburg debuts Move Studio
H&M Williamsburg debuted on Friday the second iteration of its year-long rotating style experience with a destination dedicated to H&M Move.
To highlight H&M's athletic brand, the store has been transformed into a space featuring a kinetic, tactile playground with 'Move Studio’ centered at the heart of it. The space showcases the new H&M Move collection, while offering an experimental space outfitted with chromotherapy lighting to evoke a soothing sensation for elevated physical and mental strength.
Move Studio will offer classes daily until February 22. The studio brings together Brooklyn-based community partners aligned with H&M Move including Good Move, Grind House, Modo Yoga NYC, and YO BK.
"H&M Move aims to democratize movement, making it fun, inclusive, and stylish; exactly what the latest chapter of H&M Williamsburg is all about," said Linda Li, head of customer activation & marketing for H&M Americas.
"We're inviting every body to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood. Customers will also have the opportunity to discover our latest functional athletic wear, made with quality materials including DryMove and ShapeMove."
The H&M Williamsburg store, located at 92 N. 6th Street, is a brand-new store experience that first opened in November with its first "chapter" inspired by H&M's holiday campaign, reminiscent of a wintery French brasserie. Exclusive programming and brand moments are expected to occur on rotation, through January 2024.
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