New York — H&M will open its largest store to date, a 57,000-sq.-ft. flagship on Manhattan’s Fifth Avenue, on July 17. The massive, museum-inspired store will carry the fast-fashion’s entire product line-up, including maternity, newborn, special sizes along with childrenswear, men’s and women’s apparel, and cosmetics. It will also feature a home department and in-shop stores for accessories and lingerie.
To celebrate the opening, the fast-fashion retailer is partnering with iconic American artist Jeff Koons and the Whitney Museum of Art. Koons’ famed Balloon Dog sculpture will cover the entire storefront, with the phrase "Fashion Loves Art” printed over it.
In addition, Koons has designed a limited-edition Balloon Dog handbag for H&M. The H&M partnership with the artist comes as the Whitney Museum prepares for the June 27th opening of a Koons’ retrospective, which the Swedish retail chain is sponsoring.
In a nod to its Fifth Avenue locale, the flagship will have a more upscale feel than traditional H&M stores. Materials will include marble tiles and herringbone wood work.
"The partnership with H&M was really exciting for me and the chance to showcase one of my most popular works to a new generation of people was inspiring. H&M delivers great fashion season after season and it's nice to see my work at their new store," said Koons.