H&M Flagship, London H&M’s shiny new flagship occupies the former Dickins & Jones building on the increasingly glamorous Regent Street. The classical architecture gave H&M the opportunity to bring a fresh new design format to the centre of London. The three floor store covers 32,000 square feet and is the largest H&M store in the UK. The key feature of the design is the enormous back illuminated light wall that glows from the rear of the store. The escalators to the first floor and basement criss-cross dramatically in front of it. In keeping with the historic building H&M has retained the original, ornate columns. The ground floor houses fast-fashion womenswear, which is merchandised alongside accessories and shoes to help showcase their growing footwear range. Unique to this store are the caged displays that are used to display current colour stories. Upstairs is a further womenswear section dedicated to more casual clothes. The floor is anchored by a vast denim department which acts as the divider between the women’s range and the menswear. The star department is kids and baby with a much more dynamic, fashion focussed offer than their competitors. Tone of voice too proves just how confident H&M has become in this category. LOCATION: 261-271 Regent Street, London www.hm.com FEATURED IN: A full case study of this store is featured in our Global Retail Trends report.