H&M is a big-box store that is very common in Europe, but is beginning a rapid expansion in the United States. For many years they were known primarily for their mail order business, but have recently invested heavily in retail locations. This particular location is in Atlantic Station, and is just one of many multi-use buildings found in the area. The exterior fits with the architecture of the particular block on which it is located, with a brick facade and elements of stucco. Other buildings and businesses in the district have different architectural elements based on where in Atlantic Station they are located. Signs for all businesses are at a minimum, and H&M is no exception. There is a small overhead sign at one corner, and a larger florescent sign hung low on the face of the building. Neither of these, however, are visible from the major roads, like 17th Street. With that in mind, H&M's two levels are primarily comprised of windows full of clothing and accessory displays. The second level, being the highest up, does the bulk of the advertising for the store given the limit on actual signs.
H&M is a big-box store that is very common in Europe, but is beginning a rapid expansion in the United States. For many years they were known primarily for their mail order business, but have recently invested heavily in retail locations. This particular location is in Atlantic Station, and is just one of many multi-use buildings found in the area. The exterior fits with the architecture of the particular block on which it is located, with a brick facade and elements of stucco. Other buildings and businesses in the district have different architectural elements based on where in Atlantic Station they are located. Signs for all businesses are at a minimum, and H&M is no exception. There is a small overhead sign at one corner, and a larger florescent sign hung low on the face of the building. Neither of these, however, are visible from the major roads, like 17th Street. With that in mind, H&M's two levels are primarily comprised of windows full of clothing and accessory displays. The second level, being the highest up, does the bulk of the advertising for the store given the limit on actual signs.
Once inside, customers find themselves on the main level, which is women's clothing. This, I believe, is because women are H&M's customer base. Lighting is both recessed and track, and is softer than florescent lighting. It also allows for the placement of spotlights on displays. There isn't much organization, but prices are clearly displayed on top of racks. I assume this serves two purposes: to attract customers by price, and to force customers to explore the store. 
Upstairs, there is a men's section which follows the same general floor plan and display options, but the ceiling is painted black to add an increased level of masculinity.
What makes H&M a big-box store, rather than just a main-street or mall store, such as The Gap? Do we see any traces of earlier experiments in large-scale retail, such as from the grocery store or department store?
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