To be young at heart is a must when developing the store concept for H&M’s rebellious teenager DIVIDED. The scheme should look remarkably simple and sloppy, but don’t be fooled. Logical, well-thought-out, sales-focused and flexible are the words that hide behind the scenes. Fluorescent lamps, varying areas and shelving systems that control the directions in the room. Just as H&M say themselves- the smartest solution to challenges is often simple.