H&M's Artsy New Collaboration Is Unlike Anything We've Seen Before

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While we all anxiously await what is sure to be an epic collaboration between Alexander Wang and H&M, the Swedish fashion brand has announced yet another exciting endeavor that's more original than anything I've ever seen from a fashion brand.

After years of construction, H&M's new Fifth Avenue flagship is opening, and the floor plan sounds fairly epic: the new store has a whopping five-floor atrium and over 57,000 square feet of space, which is extravagantly decorated with white and green marble, walls of mirrors, and—of course—a massive 26' x 20' LED screen to greet shoppers upon entry.

To celebrate, the brand has partnered with the Whitney Museum to sponsor "Jeff Koons: A Retrospective." During this time, Koons' work will be on display in the entry of H&M's new, museum-like flagship. And of course there will be a great souvenir for shoppers to purchase: Koons produced a limited-edition Balloon Dog handbag, which will retail for $50 online and in select stores across the country—and will surely sell out faster than you can say "smörgåsbord."

For anyone who is fearless enough to brave the crowds, H&M's flagship will open at noon on Thursday, July 17th. The first 500 shoppers will score an H&M t-shirt and a gift card valued at anywhere from $10 to $500 from the brand. Will you be there?

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