It’s time to make your living space a place you can confidently call home. We hinted at some big H&M HOME news last month, and we’re so pleased to share that H&M HOME is set to open their very first concept store at The Avenues this month! Complete with an in-house florist, a vast assortment of dry foods from favorites like Le Pain Quotidien, and bespoke customization services, this design destination is a must-visit for all home design lovers.
The concept store will showcase a Home edit like no other, complete with endless design inspiration on how to utilize your home space to maximize your enjoyment. The latest edit is all about embracing tranquility, with home accessories and carefully thought-out pieces to make you rediscover your passion for working from home, the importance of chilling out and most importantly, finding joy in every little corner of your living space. Sculptures and sculptural shapes are key features of the spring collection, and textural contrasts are key.
Discover a beautifully curated assortment of select small furniture pieces, lighting, H&M HOME’s famous bedding, and accessories at the new H&M HOME concept store. The special customization area, titled the ‘Take Care Room’, will allow customers to repair, remake, or refresh pre-loved garments through personalized monograming and tailoring services for a creative clothing care experience, echoing the brand’s ethos and commitment to sustainability.
We spoke with Evelina Kravaev-Söderberg, Head of Design & Creative at H&M HOME. With an impressive journey with H&M that started in 1986, her seasoned eye for design is definitive of what the concept store is all about. She tells us all about the exciting details we can expect to see at the store that is opening on the 18th of this month.
What excites you the most about the H&M HOME Concept Store that is opening in Kuwait?
We are truly super excited to launch our second Concept Store in the Middle East. We are excited to be able to give our Kuwaiti customers a physical place where they can take part of and enjoy the full H&M HOME experience. A place that feels like a home and where they will be able to get inspired for decorating every room in their house.
Personally, I am extra excited about this store, as I was visiting Kuwait for the first time in 2014, prior to launching H&M HOME in the Middle East. I was struck with the grandness, the diversity and the energy of the city and therefore I am very happy that Kuwait will now get the interior energy and diversity of H&M HOME.
What kind of an experience does it bring to customers in Kuwait?
I hope it will bring an inspirational atmosphere and give customers inspiration on how you can decorate your own home. There will be inspirational areas and designed products with amazing prices for every room in the house. I hope customers will feel at home in the store and that they will never want to leave.
How many other H&M HOME Concept Stores are open all over the world? The Middle East?
We currently have 19 Concept Stores in ten different markets, including the new store in Kuwait. Last year we opened our first Concept Store in the Middle East, in Dubai, so we are very excited to extend even further with this store.
We’re very excited about seeing an in-house florist in the store, and would like to know more about it. What other special services or products will also be available? Can your staff offer design tips?
Plants and flowers are so very important in the home interior as science shows that bringing fresh nature inside makes us feel better and improves our health. So, we are very proud of our in-house florist that can enable customers to get seasonal, on-trend flowers and matching vases and pots at the same place. The flowers are sold in bundles, so they can be mixed and matched to each customer’s taste and personality, and to secure freshness, the assortment will vary depending on season and availability.
Our staff is very passionate and engaged and have a great knowledge on interior design, so we hope the customers will interact with them and get valuable interior tips and insights. Besides expert guidance, we also offer home delivery and monogramming services, allowing customers to customize their towels, bathrobes or even linen napkins. Customers will also be met by a curated selection of items from other brands, along with our full assortment, including our range of furniture and lamps that offers a diversity of styles and materials, from curvy shapes and natural materials to modern lines and powder- coated steel.
What is the inspiration behind the Spring 2021 collection?
The assortment in focus is a casual and rustic style assortment, inspired by countryside living and nature. We celebrate natural materials like cotton, linen and wood and have taken inspiration from the colours of nature – warm neutrals like beige, sand and off-white are so important in interior now, as they give us security and calm. Blue is also in focus for this collection, as it is the color of the ocean and the sky. And green, the color of plants, is such an important interior color for every spring collection.
Sustainability is also always a big focus in our collections. We have products made from recycled glass, textile products made from PET bottles, FSC labeled wood and all our cotton is organic or sustainably sourced. Living consciously and in sync with nature is at the core of our Spring 2021 collection.
What is your personal favorite thing about the new H&M HOME Concept Store?
I just love everything about it! I am very proud of the inspirational experience that you get when walking into the store, the inspirational areas for every room, the flowers that add beauty and joy and the staff that are so very passionate and kind.
Of course, I also need to mention the assortment and the amazing products that are in the store. They are made to be on-trend, very qualitative and designed to last. Diversity is also key in our product range, so no matter what personal taste you have, you should be able to find something you like at H&M HOME.
Mark your calendars for the opening of the H&M HOME concept store at First Avenue- The Avenues on February 18. Shop H&M HOME on the H&M MENA APP, or online at kw.hm.com.
