Lincoln Road welcomes it's newest store

MIAMI BEACH (WSVN) -- H&M has moved into a South Florida historic space, and hopes to draw shoppers.

Packed with more than 20,000-square feet of affordable fashion, H&M Miami Beach, one of 2,600 stores around the world is taking on the characteristics of it's new home. "It takes the vibe, and the art deco, and brings it in with fashion," said H&M President, Daniel Kulle. "We're going to have a DJ here playing every weekend."

Bold tones are making a brand new statement on South Beach shopping. "We can go through the store today," said H&M Director of Communications Maybeth Schmidt, "and you'll find incredible values and fashion, but tomorrow you'll find completely different ones."

The store is located under a 40-foot LED screen left behind by the location's former tenants. "That's where the guys played before," said Kulle. "The Miami Symphonic Orchestra. And now it's going to be H&M's fashion scene. I think that's pretty cool."

That's just the first floor. Upstairs, chic, sleek, men's clothes go for cheaper. "It's a lot of brass details," said Kulle. "It's picking up the luxury, the feeling of upscale. What else for Miami Beach?" said Schmidt.

H&M opens its doors just in time for the start of tourist season. "Miami is a destination," said Schmidt. "Not only do they have an incredible neighborhood, but you also have these global customers."

H&M said this is absolutely an ideal location. Come Thursday, the intersection on Lincoln Road will go from iconic entertainment to iconic fashion.

Doors opened at 12 p.m. for a shopping extravaganza, and there will be more than just good prices and fashion.

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