The client

H&M HOME is a design-driven interior brand, that offers something for every room in the home. The assortment that ranges from high-quality bedlinen, to clever storage and timeless dinnerware; is always on-trend and shows great attention to detail. Made to inspire, the collections merge modern design and quality with affordable prices – enabling interior lovers across the world to create a personal home.

H&M HOME was launched online as a home textile concept in 2009. The assortment has been extended throughout the years and rolled out, mainly via shop-in-shops and online, in many markets. Today, H&M HOME, is a global Interior brand within the H&M group. During August 2018, H&M HOME launched their first standalone Concept store.


Pretto PRs mission was to create the strategic foundation, the overall conceptual feeling and the production of H&M HOMEs first standalone concept store and the launch campaign on Biblioteksgatan 11 in central Stockholm.


During the month of August, Pretto PR arranged the launch around the first H&M Home concept store opening. The project included implementation of the overall conceptual feeling around the launch with activities such as product sampling, guerilla activations, press lunch and launch event.

A neighborhood sampling activity was made to send a nice installation/gift to a selection of companies and neighbors. The gifts from H&M Home was delivered by a hostess one week prior to the concept store opening.

To create a friendly, personal and inviting way to treat customers and people passing by the store before the opening a gift (key, tassel and a discount card) was handed out by two friendly hostesses one week prior to the Concept store opening.

The prominent chef Henrik Sauer from Restaurant Matateljen & Svartsö Krog created a special composed and beautiful seasonal lunch for press and amazing graphical and conceptual finger food for the customer shopping event. During the customer event special made drinks was served by mixologists from Purity Vodka and custom made H&M HOME ice creams was served from Pure Paletas. DJ Fresh created a magic atmosphere with her funky lounge music and electric Jazz.


The launch day and store opening became a huge success with a press lunch for 35 of Sweden’s most prominent press and influencers and with over 600 guest during the opening night.

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