Lots of mystery has surrounded ARKET since it was announced in March as H&M’s new retail brand, then described as a “modern-day market that will offer essential products for men, women, children and home.” ARKET follows the mega-retailer’s previous expansion & Other Stories, which quickly has become a high street favorite for upscale beauty and fashion garments for high-street prices – but with this new brand, H&M seems to be moving specifically into the territory of interiors and homeware. First, a Regent Street location was announced to open in London in autumn 2017 – and now, amazingly, it was revealed this week that ARKET will open their first store in Copenhagen too. Cryptically named 0 0 4 0 0 2 – 9 4 1, the new store will open at Købmagergade 33, in one of Copenhagen’s historical palatial townhouses. The store will occupy the ground floor – a space of approximately 1,000 square metres, and will include a café basing its menu on the New Nordic Food Manifesto. “We are very lucky to have the chance to introduce ARKET to Scandinavia in this unique eighteenth-century building, one which allows us the rare opportunity to bring together all parts of the brand on a single floor,” says Ulrika Bernhardtz, Creative Director of the new brand. Until the big unveiling in the fall, stay tuned on their instagram @arketofficial or via www.arket.com.