The retailer makes a blockbuster move to firmly secure their dominance in America.

H&M is opening up their new flagship store in Times Square, and will feature a new designer collection by Isabel Marant. The new store marks a merge between fashion and technology. Being the biggest and baddest store is not enough, this 4-storey retail hotspot is equipped with state-of-the-art technology that allows consumers to pay for purchases in the dressing-room area. iPad stations and benches can also be found in the fitting rooms on various floors.

Just when you think the store can’t get anymore chic and modern, gigantic LED screens hang on the side of the building that faces Broadway and 42nd Street. Drawing even more attention to their brand, the store is expecting to light up the streets of Manhattan in a New Year’s-styled countdown in anticipation of the stores grand opening, which is scheduled for Thursday 12:01 am. Talk about go big or go home.

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