Header: Courtesy of H&M
H&M HOME has recently opened its doors to a refreshed concept store on London’s Regent Street, offering a redesigned space filled with inspiration for home lovers. Forget the old look; this is a revamped destination that focuses on contemporary style and a welcoming atmosphere.
A fresh look and feel
Spread across 700 square meters, the store’s interior has undergone a significant update. While respecting the building’s history, the design team opted for a lighter, more modern atmosphere. The new colour scheme features creamy whites and light wood, contrasted with black details and stone textures. A noticeable change is the use of stainless steel and chrome accents, which have replaced the previous brass fixtures, giving the space an updated edge. Interestingly, not everything is brand new. Many furniture pieces from the old store have been kept, refurbished, and given a second life within the new design, adding a layer of character and resourcefulness.
Explore room by room
The layout guides shoppers through clearly defined areas dedicated to different parts of the home. You can wander through sections set up for the living room, bedroom, bathroom, kitchen, and even a kids’ room. Each space is carefully arranged to showcase the products in context. Shoppers will find everything from larger furniture items and lighting to smaller decorative pieces, such as vases and candles. The bedroom area features high-quality bed linens, the bathroom section offers soft towels and robes, and the kitchen department showcases stylish tableware and glassware. For the little ones, there’s a collection of soft toys, bedding, playful rugs, and storage ideas.
The idea behind the update
Evelina Kravaev-Söderberg, Head of Design & Creative at H&M HOME, explains the thinking:
“We’ve lightened up and modernized the store’s impression, while staying true to the building and preserving a warm and inviting atmosphere.”
She emphasizes the importance of customers connecting with the items emotionally.
“We want people to step inside and not just see the pieces, but truly feel them – to imagine the little moments they’ll bring to life in their own spaces,” she says. The goal was to create a place that sparks ideas, showing how details like a well-set table or the right lamp can make a house feel more like home.
More than just shopping
Beyond the products, the store continues to offer popular services. Customers can still get items personalized with the monogramming service, adding a unique touch to textiles. Plus, the in-store florist service remains, providing beautiful seasonal bouquets to brighten up any home. The revamped Regent Street location now offers a place to gather ideas and find those special pieces that reflect personal style.
