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An Exclusive First Look At The H&M Sister Store Coming To Soho

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    Photo: Courtesy of & Other Stories.



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    Back in March, we freaked out just a little bit (okay, a lot) when we heard that & Other Stories, the cool, H&M-owned Swedish retailer, announced its plans for international invasion. The first stop on its world-domination tour? Soho, of course.

    To celebrate its first foray into the American shopping market, & Other Stories has teamed up with a variety of creatives (artists, photographers, and designers) to produce an array of buzzworthy projects — or "stories." For the façade of its soon-to-be location at 575 Broadway, the retailer has installed a hand-painted "hoarding" — a.k.a. billboard — to give New Yorkers a hint of what's in the works.

    "We wanted the hoarding to reflect the creativity in our Paris and Stockholm ateliers, and feature color which is central in everything we do at & Other Stories," Sara Hilden-Bengtsson, its creative director, explained of the wood-paneled display. "The handmade element is also part of our core found in everything from garments and new hand-dipped paper bags each season, to different paint swatches on the beauty packaging." The artistic exterior will be on display until the store's opening in October.

    Click through to see exclusive photos of the making of the installation — and get ready to start hoarding the retailer's goods.

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