H&M Shows Off A Facelift In Soho

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• Rendering (L) and newly exposed Reality.
• New details inspired by Soho cast iron.
• Lots of glass facing Broadway.
• Just inside the door a security cam with TV screen greets shoppers.
• No more big girls in bargain water wear.

Soho's big Swede is displaying a sleek new look. H&M has finally come out from under the mask that's been covering their little brick emporium for the better part of the last year. What's there is a better fit than the original proposal, an idea that fell apart faster than a cheap sweater. Now a wide expanse of glass, surrounded by minimal trim done in the historically correct cast iron mode, shows off all the bargains inside. Gone are the mega-models in water wear that have stood over Broadway for months on end. The bom digi question of the moment: Will Robyn come down and christen the place after doing the deng digigi in the uptown store?
· Soho H&M's Facade Proposal Falls Apart Like a $20 Sweater [Curbed NY]
· Robyn at H&M [Racked NY]
· All H&M coverage [Racked NY]