D.I.V.I.D.E.D. by H&M

You need to be young in mind and heart when developing a space concept for H&M’s rebellious teen label DIVIDED. The whole system must look carefree and easy on the surface, masking the logic behind its layout. Beneath this calm aesthetic we created a sales-focused, flexible and dynamic shopping environment; the kids won’t know what hit ‘em.

Project facts

Brief: Global clothing store concept and store design, Stockholm

Assignment: Concept development and interior design

Client: Hennes & Mauritz

Year: 2007


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