[In the picture] H&M opens pop-up fitness in New York

Aiming to win a place in the hearts of trendy New Yorkers, H&M has opened a pop-up shop in Williamsburg that takes on a different role every few weeks. This month: a fluorescent fitness studio for the new sports range.

“Kinetic and tactile playground”

In Williamsburg, a trendy neighbourhood in Brooklyn, H&M has created a special neighbourhood store that gets a complete makeover every few months, aiming to show local residents a different side of the Swedish fast-fashion giant every time. The shop has already showcased some of the chains most fashionable styles, byt now the shop is all about new sports collection H&M Move.