flagship clothing store

zurich, switzerland

exterior perspective

site study model

ground + second floor plans

third + fourth floor plans

fifth + sixth floor plans

interior perspective

street view

elevations

building section

structural framing model

wall section

The design for an H&M flagship store was conceived as a series of interconnected tubes, creating micro shopping “avenues” within a single structure; a person is confronted with one particular part of the store at a time, rather than the single open warehouse-like space that is most commonly found throughout many other stores. The new approach embraces and encourages the act “window shopping” as the individual meanders through these “avenues”, exploring what the latest styles have to offer. As the person moves up the building, the plan in turn rotates 90 degrees from the previous level, creating new and different framed views of downtown Zurich through the transparent glass at the ends of the tubes. These “frames” also act as shop windows displaying the shoppers, as well as the merchandise, to the passerby on the streets below.