Since today is the official opening for H&M's Atlantic Station location, I wanted to add a few details to Meryl's post about the H&M preview.
Outdoors
The party (oh, it was a party!) started at 7 p.m. and was supposed to end at 10. I and my girlfriend arrived around 7:45.
Even though this was an invitation-only preview, the line was long, wrapping around the building. Security and very friendly staff/PR people were always in sight. I felt lucky when I was allowed to sneak in ahead of the line with the good ol' press pass.
Indoors
The first thing I noticed were the models offering trays of wine (different varieties of both red and white), cocktails and hors d'oeuvres that ranged from tuna tartare to creme brulée.
In the center of the first floor was a stylish DJ spinning everything from old-school house music to just-released hip-hop. She kept the crowd moving through the store all night. I frequently saw people dancing in the aisles, although I'm sure the unlimited pouring of alcohol had something to do with that. Unfortunately, I never got the DJ's name.
The H&M staff were all ultra-friendly and easy to talk to. I couldn't turn around without seeing someone who was ready to help with anything I might need—always with a smile. That isn't the most common thing these days, especially under the pressure of a new opening. I was impressed.
After looking around for a few minutes, I went upstairs to browse the men's section. As is typical almost everywhere, this section only takes up a small portion of the store. But I can't complain too much, because everything on site was something that I would wear; and that's why I've always enjoyed H&M.
I got out of the building with a receipt that fit in my pocket. My girlfriend, on the other hand, ended up with a receipt folded at least 17 times, but she'll still be able to pay the rent. So I guess I don't even need to mention that everything is so damn cheap! OK, I won't mention that. And the quality is generally good. I won't mention that either.
I haven't seen people this excited for a store opening in a long time. As I type, I've received word that more than 200 people have camped out for today's public opening of the store. I'll try to post some photos tonight.
H&M should stand for Hot & Modern!
Rich