New H&M by Jean Nouvel

One of the famous avenues in the world, the Champs-Elysées, saw the launch of H&M’s new three-storey flagship. The Paris store features H&M’s latest collections including of-the-moment fashion and wardrobe essentials for men, women and teens.

Two days prior to the opening coinciding with Paris Fashion Week, guests were able to have a preview of the store, and the latest H&M fashion. International fashion press, fashion industry notables, designers, models and celebrities attended the event. Among them, architect Jean Nouvel, photographer Patrick Demarchelier, Nathalie Rykiel, Martine Sitbon, Gaspard Yurkievich, Haider Ackermann, but also French actress and model Lou Doillon, Elisa Sednaoui, Astrid Munoz, socialites Tatiana Santo Domingo, Eugénie Niarchos and Andrea Casiraghi.

Designed by Jean Nouvel, the Parisian flagship features 2800 square meters set over a three level store, which is created to stand the test of time and act as a part of the history of Champs-Elysées. The idea behind the design is that of merging the traditional white limestone of Paris with an industrial dark contrast that can be seen in the store fixtures and lighting. The focal point of the store is visible from outside and within in the 11 LED screens that create a moving story from the sidewalk.

This opening marks the 140th store in France and the 11th store in Paris. Expansion will continue to be a focus for France for 2011 with stores planned for both new and existing cities. H&M was founded in Sweden in 1947 and the H&M Group has over 2,000 stores in 37 markets.

Image: H&M Champs-Elysées