Hem

Hem

RETAIL ACTIVATION

frenchCALIFORNIA, in collaboration with Camron PR, brough Sweden’s coolest brand to New York City. Together we brought Hem to New York in a pop-up shop format to introduce the brand to the US in an exciting way. The retail activation was housed at 325 West Broadway, aka XOCO 325, a trendy location in SOHO.

SIGNATURE PIECES

With their products usually only sold online, Hem wanted to create a welcoming space that highlighted the comfort and trendiness of the products. Designers from all over the world collaborated with Hem to imagine signature pieces that look expensive but are well within reach for many people.

What We Did

Concept
Activation
Partnership
Roll-Out

PRESS MENTION

“ABBA. IKEA. Alexander Skarsgård. To that list of irresistible Swedish imports, you can now add Hem, the Stockholm-based furniture company, which just opened the doors to its first U.S. retail space, a pop-up shop in Manhattan's SoHo.”

– Architectural Digest

CURATED COLLECTION

Hem – which is Swedish for "home" – set up its temporary retail space on the ground floor of a development at 325 West Broadway, with the aim to broaden its customer base in the city. The pop-up included designs from the new collection, as popular products released since the brand started. Visitors also received demonstrations of Hem Pro – an online tool for interior designers that allows them to place orders at discounted prices.

Hem’s first brick-and-mortar location was inaugurated with cool drinks, vintage sounds and neon lights. The shop offered a wide selection of the brand’s high-design, versatile and affordable furniture and homeware, accompanied by a curated selection of tabletop ceramic items from Patrick Parrish gallery and watches from TID Watches, all enclosed in a jungle-like interior theme framed by colorful walls from acoustic brand BAUX.

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