H&M Flagship Store

H&M reopened its flagship at 1472 Broadway in Times Square in November 2024 as a showcase store built around immersive, technology-driven design. The centerpiece is the main escalator run, wrapped by the Denver design studio Hovercraft in a multi-story light installation that turns the ride between floors into an ambient art piece, with more than 600 meters of addressable LED woven through the escalator's underside and surrounding panels.

Danpal translucent polycarbonate panels line both sides of the escalator shaft, diffusing the LED color into soft, continuous bands of light rather than distinct points, so the whole wall reads as a single glowing surface rather than a lit fixture. The rest of the store pairs fluted concrete, seamless terrazzo flooring, and custom wood fitting rooms with the lighting design, but the escalator wall is the piece customers photograph on the way in.