H&M Takes an Artful Approach to Latest NYC Flagship

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H&M Partners with The Whitney Museum of American Art and Artist Jeff Koons to Celebrate Opening of New Fifth Avenue Flagship Store.

H&M Partners with The Whitney Museum of American Art and Artist Jeff Koons to Celebrate Opening of New Fifth Avenue Flagship Store.

New York—There’s art for art’s sake, but also art for retail’s sake. Today, H&M opened its museum-inspired store featuring a collaboration with the iconic American artist Jeff Koons.

In celebration of the opening of the new flagship store on 5th Avenue, H&M is the fashion retail sponsor of the Whitney Museum of American Art’s “Jeff Koons: A Retrospective.” The museum-inspired store is the showcase for the Swedish retailer’s first ever artist collaboration with one of the most notable and influential artists of our time, Koons.

Largest U.S. Flagship

Situated at 589 Fifth Avenue, H&M’s latest boasts 57,000 square feet and an impressive facade of windows.  A five floor atrium and a 26′ x 20′ LED screen demands attention upon entering the store. Finishes including green and white marble tiles, an opulent wall of mirrors, distinct herringbone wood work and a full concierge shopping service.

“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,” says Jeff Koons.

“We are proud to celebrate the unveiling of our largest flagship in the U.S. on Fifth Avenue, with the announcement of our sponsorship of the Whitney Museum of American Artand Jeff Koons, who has designed our limited edition Balloon Dog leather handbag. It is such an honor to have the vision of this prolific and world renowned artist on display and as the storefront facade of the new H&M Fifth Avenue,” said Daniel Kulle, U.S. president for H&M.

HM Koons BagThis will be the first location worldwide to offer the work of a celebrated contemporary artist of this caliber, making H&M the destination where fashion and art intersect.  The Balloon Dog leather handbag will also be carried in select markets across the U.S. including Los Angeles, Chicago and Dallas, as well as online at hm.com beginning July 17. A select number of pieces will also be sold at the Whitney during the Retrospective.

This will be the first store in the New York area to offer an H&M Home department in addition to collections for women, men, young women and young men, with separate “store within store” sections for accessories, and lingerie.  This location will also feature the Swedish retailer’s children’s collection for kids of all ages, from newborn to 14 years of age.

Jeff Koons: A Retrospective opens June 27 running through October 19 at the Whitney Museum of American Art, located at 945 Madison Avenue at 75th street in Manhattan.

The exhibit will travel to Centre Pompidou, Musee national d’art moderne (November 26 – April 27, 2015) followed by the Guggenheim Museum Bilbao (June 5, 2015 – September 27, 2015). www.whitney.org