H&M HOME OPENED A CONCEPT STORE IN AMSTERDAM LINKED TO DUTCH ROYALTY
On June 5, the Swedish fashion giant opened its first concept store for interior design and decoration in the Netherlands. The location is an ancient building whose history is charmingly linked to the Dutch Royal family, in particular to the current King.
Camilla Henriksson, Head of Marketing and Communication at H&M HOME, tells us more about it in an exclusive interview. “In the 19th century, the Royal Furniture Factory H.F. Jansen and Sons established in the building. This furniture manufacturer and interior specialist provided various interiors for the Dutch royal family, including the throne seats used in 2013 for the inauguration of King Willem-Alexander.”
The location in Kalverstraat, now the heart of the city, returns to its original business in a modern key while maintaining a link with its past. “The classic, characteristic elements of the building have been preserved.” But not only. “The store – continues Henriksson – hosts inside two antique and rare pieces of furniture from the Royal Furniture Factory.”
At the entrance of the concept store, you can already feel a welcoming and relaxing atmosphere: design vases, flourishing plants, decorative fabrics with colorful exotic prints and the scent of fresh seasonal flowers.
You can glimpse the majestic staircase in the background, the dominant architectural element of the concept store. At this point curiosity kicks in. You just want to visit the rest of the shop and get a good dose of inspiration for modern design.
The entire H&M Home collection is flaunted on the three floors. Decorative accessories such as candles, pillows and mugs, but also H&M furniture, fresh flowers and a selection of items from other brands. This includes limited editions in collaboration with top designers, presented in a dedicated event area. All the items are showcased in real home environments, such as a kitchen area, a kids room and a living room. Soft lights complete the scenery and give a peaceful feeling.
But the real reason why the store is worth visiting resides in people. Henriksson has no doubts. “Our skilled team gives you excellent customer service.” And she brings concrete examples. “They are able to give interior tips and advice on-site. And they provide several customized services: monogram embroidery on merchandise, home delivery – also via bicycle, click & collect. Customers are also able to book an interior stylist to visit their home for a consultation.”
The latter is a spot-on service in these corona times. “People are spending more time in their homes and many have taken the opportunity to update and redecorate.”
Concept stores like the Amsterdam H&M Home complete the online offer with experience, community and customization. This is where the future of retail lies.