H&M Home opened its doors in Frankfurt yesterday. After opening six stores all over europe is was time to see how Germany would like the in-store concept. The special point about the home collections is that it’s just been available online until now. H&M home is built like a showroom. You are able to see every single item of the collection and build your individual shopping cart. It works a bit like a an interior designer would work I guess. You will find small magnets next to the product and collect them on a board/tablet. After the final choice you will get you stuff at the cashier.

It was fun to see how everone enjoyed the concept. Celebrities like model Eva Padberg, VJ’s Palina and Patrice, actors like Alexandra Neldel or Jana Pallaske seemed to have a lot of fun while trying out the concept and reviewing the different themes of the collection. Also bloggers like Jessie (Les Mads), Katja (Bees and Ballons), Kerstin (La Gamine), Cailin (Birds of a feather ) and Camilla (Allet ohne Schminke) were invited. It’s was nice to spend some time with them.

After reviewing the …