H&M Takes on South Beach

caines | 11/15/2012, 9:23 a.m.

Retail company mixes fashion and music with Miami style and flavor

The highly-favored shopping destination known as H&M opened up its first home in Miami on last Wednesday night. The retail clothing company, which is located on 551 Lincoln Road, hosted a VIP reception with an exclusive live performance from Flo Rida who expressed what the store coming to Miami meant to him. This is my city, my town, and I look forward to coming here, Flo Rida said.

No other choice

When it came to finding the right artist to perform for the evening, Flo Rida was the only artist who came to mind, according to the U.S. president of H&M, Daniel Kulle. I couldnt find a better artist, Kulle said. Flo Rida is a top notch artist and I am happy to have him here. The new store is actually operating out of a vintage movie theatre. Kulle expressed why it was so important to maintain the historical aesthetic of the classic Miami movie theatre. We wanted to maintain that Miami look, Kulle said. So we didnt change a lot of the original structure. We kept the brass staircases and molding through out the theatre.

Shopping while partying

To round off a night filled with hors d'oeuvres, cocktails, pictures and live performances, DJ Mia Moretti played high energy music that maintained the club like atmosphere for the evening. Although it felt like a one time experience, the pulsating music will be a permanent fixture to the Miami H&M shopping experience, according to Kulle. We want to create the party for our shoppers and get them warmed up for their night out, Kulle said. Flo Rida also expressed his approval of the anticipated shopping experience. I look at it like club H&M. As soon as I hit the block and see how huge it is, its just out of this world. By Julia Samuelsjsamuels@miamitimesonline.com