H&M’s Williamsburg Store Morphs into “Move Studio”

The H&M Williamsburg store has debuted “Chapter Two” of its year-long rotating themes for the space. Dedicated to H&M Move, its athletic brand, the retailer says the Brooklyn store has been turned into “a kinetic, tactile playground showcasing the new H&M Move athletic wear collection.”

At the heart of the store is “Move Studio,” an experimental space that’s outfitted with chromotherapy lighting that H&M (Stockholm, Sweden) says is designed to evoke a soothing sensation that transfers mental energy to the physical body, resulting in elevated physical and mental strength.

Photography Courtesy of H&M

“H&M Move aims to democratize movement, making it fun, inclusive and stylish; exactly what the latest chapter of H&M Williamsburg is all about,” Linda Li, Head of Customer Activation & Marketing for H&M Americas said in a news release. “We’re inviting everybody to come together to celebrate movement at H&M Williamsburg with a playful and unexpected experience in our new neighborhood. Customers will also have the opportunity to discover our latest functional athletic wear.”

The store, at 92 N. 6th St., will offer one free fitness class daily during its exercise-oriented phase.

H&M first lifted the curtain on its “Rotating Style” concept in November. Every four to 12 weeks, a new theme will be introduced at the 7000-square-foot space. The store will remain open through January 2024.