H&M approached Universal with a brief to turn their buildings into a collection of eye-catching iconic destination stores that would stand out on the international retail landscape and communicate the brands global and progressive approach to design.

Applying our experience in the high-end luxury retail sector we sought to develop a unique architectural identity that would give the new international H&M flagship stores presence in a new and highly aesthetic and design conscious market.

The store on Sunset Boulevard was the starting point. Universal developed a large-scale geometric pattern to break down the mass of the existing building and provide a sense of variation and rhythm across the façade. The folded free flowing pattern used as a basis for the facade is actually based on a rigid geometric pattern, which can be repeated in differing combinations to solve and accentuate the opportunities of the given site.

The facade was constructed of painted folded aluminium panels in a modular relief in one of two variations. Rotating and staggering the panels created the irregular pattern of the façade without the need for complicated fabrication. Fine perforations in sections of the panels, allows light to radiate from the building at night, becoming a sculptural mass by day and delicate at night.

From a design perspective the completed projects have shown the ability of Universal to tailor solutions to individual sites whilst still creating impact, engaging spaces and brand continuity. For the client, the design has added value and created a bold and highly visual statement for H&M.