Date finally announced and construction in full motion by architect. H & M will open its new Paris flagship store on the most beautiful avenue in the world autumn 2010. Jean Nouvel is the architect.

The future location of H & M Champs Elysees

Autumn will be full of life on the Champs Elysees as it welcomes firstly Tommy Hilfiger, followed by H & M who takes it spot in October 2010. The Swedish chain arrived in Paris, on Rue de Rivoli back in 1998, and since opened more and more stores, which makes this new flagship store the brand’s 12th address in central Paris.

The location on 88-90 Champs-Elysees will be 2800 square metres and spread over three floors. Designed by Jean Nouvel, the interior is inspired by Paris, everything in clear cut stones and with a strong industrial atmosphere. The exclusive exterior musters lively entertainment thanks to electronic and video animations.

"We are delighted to work with Jean Nouvel for the design of our flagship Champs-Elysees store, one of the most famous avenues in the world. For this unique and prestigious store, we wanted to call upon the work of an architect who represents better than anyone else, what France nowadays has to offer, "Karl-Johan Persson, chairman of H & M said.

As for Jean Nouvel, he states: "The building should be a place of constant surprise, a lived-in place, of which values flexibility and mobility. H & M Champs Elysees is not meant to resemble any other H & M ".