Swedish fashion retailer H&M opened its new London flagship store yesterday at 234 Regent Street.

The three-floor, 32,290 sq ft store carries H&M’s women’s, men’s, children’s and young fashion ranges. Design innovations at the store include a geometrically comprised light-wall spanning two floors, where individual spot-lit cubes highlight certain products. Key collections are also flag-waved on top of spot-lit plinths shrouded by wire cages. The store entrance has a red rose studded portal surrounding the building’s façade.

H&M UK & Ireland country manager Magnus Olsson said: “We believe that this opening will increase brand awareness and add character to one of Europe’s top shopping destinations.”