Last night I was fortunate enough to attend the incredible bonanza that was the H&M Store Opening at Melbourne’s GPO. As the first store in Australia, it was always expected to open with a bang, but seriously, this was actually next level. And then a level above that. I mean seriously everything was on steroids, the amount of product, the beautiful store design and most of all, the amount of people who showed up. As I said to a friend upon leaving, I felt like I’d been in a nightclub for 3 hours, my makeup had run, my hair had frizzed from the heat, my feet were burning and I was kinda tipsy from the awesome cocktails that were being handed out like water. Everyone who’s anyone in the world of Australian fashion was there, as were plenty of local celebs, helping to fill out the enormous space.
Now about the space, I’m happy to report that H&M have done an amazing job of not only maintaining the structural heritage integrity of the GPO, they seem to have somehow made it feel even bigger than it already was. The beautiful old stone walls are now clean crisp white and the introduction of huge trees (complete with mannequins on swings hanging from the branches) in the main foyer room quite literally wows you upon your arrival. The product is amazing and stuffed to brim, so don’t panic, as I cant see anything running out of stock anytime soon, but in saying that, the prices are better than even I expected, so who knows. All I do know after tonight though, is H&M has just set a new level of retail experience and store expectation and I certainly wouldn’t like to have to be worrying about competing with them. Get in there when you can and have a squizz, because it is truly a beautiful store and well worthy of all the hype. Loved it xx
Charlotte of Winston & Willow
Stef & Jess of How Two Live
Micah Gianneli of Controle Creatif