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H&M Fetes Miami Beach Flagship

More than 800 guests attended the opening of the 24,000-square-foot store, which is housed in the renovated Art Deco Lincoln Theatre.

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Flo Rida H&M

Flo Rida performs at H&M’s Miami Beach store opening.

Photo By Alexander Tamargo/Getty Images for H&M

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GOING DECO: The opening of H&M’s fifth U.S. flagship Wednesday night in Miami Beach brought a game-changer to Lincoln Road with the renovation of the Art Deco Lincoln Theatre. For the first time in decades, its marquee brightly illuminated the previously drab block. A gleaming coat of white paint properly defines the facade’s flourishes again. The cozy women’s trend section houses a refurbished fountain, and the main interior’s massive, curved ceiling soars overhead like a wave.

“This location features many unique design elements for us,” said the retailer’s North American president Daniel Kulle, noting pink and white neon signage throughout departments, seafoam green and brass Art Deco displays and railings and palm-tree wall graphics. “But the real showpiece is the state-of-the-art, 26-by-19-foot LED screen over the original theater’s stage for weekend DJs and regular performances.”

A stream of 800 guests viewed H&M’s fall look book on the screen in the 24,000-square-foot store before Flo Rida took to the mic in his hometown. Anticipating a younger, fashionable customer, the store focuses on full collections for men and women such as Maison Martin Margiela’s collaboration that launches Nov. 15.