H&M opens a pop-up in Bibliotekstan

Swedish clothing brand H&M is to open a pop-up outlet in Hufvudstaden’s property in Bibliotekstan, which will see the brand take over large parts of Birger Jarlspassagen for the launch of its autumn collection.H&M is making a series of changes and implementing new strategies to position and differentiate H&M from its competitors. To highlight this, various activations will take place in September and pop-ups will be opened at selected locations around the world. In Stockholm, they have chosen Hufvudstaden’s historic Birger Jarlspassagen at the heart of the Bibliotekstan shopping district