Retail in Asia

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Asia’s first H&M Townsquare opens in Bangkok, Thailand

Asia’s first ever H&M Townsquare opened on 17th November, 2021 on the first floor of Central World in Bangkok, Thailand.

The new mixed-use destination brings together H&M Fashion, H&M HOME Concept Store, the world’s first H&M Music Studio and D’ARK Café, in a 4,000 square meter retail and leisure space.

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The new H&M Townsquare is a place for people to come together and enjoy their favourite pastimes – from shopping to meeting friends over coffee and even making music, without the need to commute between different venues.

H&M Fashion store boasts designer collaborations, motivational sportswear, affordable wardrobe essentials and stylish accessories in a totally renewed interior. The airier, greener space encourages customers to shop at a relaxed pace.

Another highlight of H&M Townsquare is the debut of the first H&M HOME concept store in Asia. Here, customers can explore the latest collections from H&M HOME in a setting inspired by metropolitan homes and international hotels. It also houses the orangery, an in-store florist and nursery that infuses the entire space with the scent of fresh flowers and plants.

Merging retail with entertainment and the arts, H&M Townsquare houses the world’s first and only H&M Music Studio: a multi-purpose audio facility for karaoke, music podcasts, original recording, band practice, livestreaming and jamming. Embracing inclusiveness, H&M Music Studio welcomes professionals and amateurs alike.

H&M Townsquare’s D’ARK Café, a casual restaurant and meeting-spot, offers freshly roasted speciality coffee and sweet bites all day long.

The overall user experience is enhanced across H&M Townsquare with a network of various service touch-points that integrate technology with the human touch. A quartet of robots provide concierge-style assistance to visitors; a care-and-repair service brings new life to pre-owned fashion pieces; and a delivery service transports customers’ purchases to homes and hotels.

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Philippe Lassaux, CEO & Country Manager of H&M Thailand, said, “H&M Townsquare at Central World Bangkok is on track to becoming an iconic lifestyle destination of Asia, bringing together H&M Fashion, H&M HOME Concept Store, H&M Music Studio and D’ARK Café. We are very encouraged by the amazing response so far and look forward to continuing this exciting adventure of co-creating content and experiences with our customers. For it is people who are breathing new life into the retail scene, which can no longer rely on conventional transactions alone. We do believe that H&M Townsquare is what the future of retail will look like.”