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Your past few trips to The Dubai Mall have undoubtedly included that towering “coming soon” sign hinting at something big behind the glass. Now, the wait is finally over. On November 6, H&M unveiled its flagship store, and the reveal was anything but ordinary. The night began with the Burj Khalifa lighting up at 7:20pm, turning the skyline into a giant billboard that set the tone for what was to follow; a celebration of fashion and innovation, done the Dubai way.
The moment the ribbon was cut at 8pm, there was the sense that this wasn’t the average H&M experience. The store now features RFID-enabled fitting rooms that display what sizes are available in real time, and sleek self-checkout stations mean you get to skip the queue. Fun inclusions like the beauty claw machine, the customisation corner and the photobooth ensured that guests got to take home souvenirs.
H&M’s new store may have everything you need for a great capsule wardrobe, but it’s the beauty section that really shines. The line-up is impressive, with regional powerhouses like Noha Nabil Beauty, By Mina Al Sheikhly, and By Haneen Al Saify sit alongside Korean favourites Medicube and Beauty of Joseon, as well as classics like Murad and Light Salon.
For the first 300 visitors mystery boxes filled with limited-edition pieces and gift cards added to the anticipation, some even unlocking entry to the exclusive Arte Museum after-party.
And if the Burj Khalifa preview set the tone, the after-party sealed the deal. At 9pm, select guests made their way to Arte Museum within The Dubai Mall, where H&M unveiled an after-hours installation highlighting holiday season look-books, archival pieces and beauty essentials. The space brought together regional names such as Karen Wazen, Jana Diab, and Noor Taher, who explored immersive displays built around three focal points — H&M Beauty, the Designer Archives, and the Holiday Collection.
Daniel Ervér, CEO of H&M Group, called the new store “a reflection of H&M’s commitment to the UAE — a hub of fashion, creativity and culture”. John Hadden, CEO of Alshaya Group, added that the store “combines world-class fashion, technology and creativity in one of the most dynamic cities in the world”.
It’s safe to say that the wait was worth it. H&M’s new flagship at The Dubai Mall feels like a real step up, blending innovation, beauty and fashion in a way that only Dubai could.
