It’s almost impossible to walk past an H&M store without taking notice of the typically two-story spaces topped by the scarlet red Hennes and Mauritz monogram.

But walk down 6th Street in the hipster haven of Williamsburg, Brooklyn and all that will change.

“With H&M Williamsburg, we threw out the traditional store playbook to create something unexpected that represents who we are today as a brand,” says Linda Li, director of customer activation and marketing for H&M Americas. “We are inviting both our loyal fans and new customers to experience H&M in a new light: wedding style, culture and exclusive experiences at our new home in Williamsburg.”

Hidden discreetly among neighborhood boutiques, in a place…