Nothing gets us more excited than a brand we know and love launching something new. So when we heard that Arket, H&M's newest concept, was opening in August, we tried to rationalize a trip to London to see the flagship in person. (That didn't work.)
But fortunately they have opened a Copenhagen location, and we made some extra time this week to do a walk-through and see what the buzz is all about.
What's Arket? It's H&M's lifestyle concept - there's a cafe on site (!) - and in line with the more premium positioning they've gone after (COS and And Other Stories) - it's a place where you would buy classics for work, play, and home. They've also included a sustainability focus in their apparel and accessory assortment as well as in elements like the shopping bags.
But we know you're here for the photos - so without further adieu, here's your glimpse at Arket.
The vibe? Scandi cool, of course.
In the cafe you can stay awhile or buy gourmet food ingredients and kitchen decor items to-go.
The aesthetic is about classic profiles - a lot of neutral and solid colors at play.
They've partnered with established footwear brands (including sustainable Veja) to offer the finishing on-trend touch from head-to-toe.
The home section focuses on accent decor, serveware, premium food ingredients, and home fragrances to round it out the offerings.
Hope that you enjoyed your glimpse into H&M's latest offering - store location information here.