'Arket,' a new lifestyle brand from the H&M Group, has released images of its second brick-and-mortar store, and the results are striking (especially compared to what one might expect from a lifestyle brand.) Looking at the store, one would be forgiven for thinking that its actually a well-preserved Cold War archive office — but that look is intentional. Ulrika Bernhardtz, the creative designer for Arket, was inspired by archival houses in designing the store.
The store will be located in a former mail office in Copenhagen. Rather than tearing down the administrative decor, Bernhardtz took advantage of what was already standing, covering it in a gray palette that will help the items on sale to pop out.
The Copenhagen location is the second from Arket, with the flagship store being located in London. The flagship is set to open later this month, while the Copenhagen location is set to open in October.