HEM

HEM Retail Activation

Real Estate - Retail

What we did

Concept
Activation
Partnership
Roll-Out

frenchCALIFORNIA brings Sweden’s coolest brand to New York City with Camron PR.

frenchCALIFORNIA, in collaboration with CAMRON PR brought HEM to New York City 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.

Usually only sold online, the team wanted to create a comfortable and 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.

"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

Activation and Marketing Tools

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.

Cool drinks, vintage sounds and neon lights; Hem’s first brick and mortar location was inaugurated by New York’s design community in Soho.

The shop offers 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.