On Wednesday, November 7, H&M held a private preview party with tons of celebrity guests and a concert by Flo Rida at its new Lincoln Road store. Walking the red carpet were Chace Crawford, Matthew Morrison, Paz de la Huerta, and Real Housewives Adriana De Moura and Lisa Hochstein. DJ Mia Moretti kept the party going as VIPs enjoyed an open bar, passed nibbles, and exclusive preview deals.
Miami's flagship H&M store is located inside the historic Lincoln Theatre. Several of the theater's original tile and moldings were uncovered and restored to pay homage to the building's Art Deco origins. Marybeth Schmitt, continental communications manager for H&M, expressed relief in finally opening a store in Miami-Dade: “We've been wanting to come to Miami for so long. We were waiting for the right space. This particular space was so unique and was worth waiting for."
The massive, two-story store stocks all of the brand’s current design collaborations (including the most recent by Maison Martin Margiela) in its more than 24,000 square feet of retail space. "We edited with an eye to Miami, because of the nature of the area, the temperature … We took everything into consideration. It's been like a labor of love opening this store," said Schmitt.
The day following the private preview party, hundreds of anxious shoppers began lining the sidewalks for the official public grand opening. To keep the theatrics going, organizers placed DJ Irie's solo DJ booth on top of the exterior marquee. 551 Lincoln Road, Miami Beach