H&M Opening High-Tech Flagship in Times Square
H&M’s 42,000-square-foot flagship at 4 Times Square here takes the notion of high tech to the next level.
Two 30-by-20-foot LED screens hang on the Broadway and 42rd Street sides of the building. Next to each screen is a vertical H&M sign. A curved 40-by-109-foot LED screen is located above the H&M logo atop the main entrance. The ground-floor windows facing the street are interactive.
Indoors, there is more than 7,000 square feet of LED screens. The second- and third-floor fitting-room areas have iPad stations and benches. One innovation – try and buy – allows shoppers to pay for purchases in the dressing-room area.
There’s also a digital runway for shoppers to strut their stuff, which will provide content for the LED screens. Shoppers choose an outfit in the nearby dressing rooms, enter their e-mail address into a computer and await the signal: “Walk” on a red flashing sign. Each “model” is told what time his/her image will be on view on the screens inside and out. Images sent to shoppers’ e-mail accounts can be used on social media.