On my way to work today I was fortunate enough to walk by and discover H&M's newly launched brand ...& Other Stories. As am big fan of h&m I was excited to explore the Stockholm-based H&M Group’s lifestyle NEW concept brand. Their initial y idea was to create a one-stop-shop experience where the customer will not only have the ability to shop different kind of clothes, jewellery, lingerie but also buy cosmetics.
As soon as you step in you notice the minimal style of the store . It's like walking around a "work-in-progress" space or somebody's creative studio, which made me think deeply of the concept behind the store design. The layout shouts confident, individual, distinctive.
I love the idea of placing Look-book images on to the clothes rail to show the fact how online personal style site , social media and blogs are influencing a lot of young people on how we should dress up nowadays.
I think the overall Minimal, casual style of the store makes you feel that you being part of behind the scenes process of the Simple lines and clean timeless silhouettes of the merchandise.
And here are few shots of the store.... Enjoy.