The familiar red script H&M logo will officially light up at 4 Times Square at the earliest possible moment on Thursday with the help of none other than Lady Gaga as the Swedish chain plans big festivities for it's largest U.S. store (for the moment, anyway). To add the the excitement, this Thursday is also the day that H&M's highly anticipated Isabel Marant collaboration line bows to the public, and even with time zones being what they are, the Times Square store will be the first store on the planet to have the collection available. The 42,000 square foot store will be open for 24 hours on that first day of business, with special deals being announced hourly by digital countdown. As for anxious fans ready to stay up late to take part in the excitement, here's how the early birds will score: The first 1,000 customers in line will receive an Access to Fashion Pass which will be worth anywhere from $10 to $1,000, and beyond that, 20 lucky little monsters will get a "golden ticket" for a meet and greet with her Ladyship herself. That is how we know that Gaga fans will be taking over the line to be the first ones inside, and are probably starting to camp out right now. Also as part of the celebration, the Times Square store along with about 175 others in the chain will be selling the singer's new album Artpop for $9.95.
As for the store itself, it will be H&M's 12th in Manhattan, with another flagship under construction right now at 48th and Fifth and the biggest one ever set to take over Herald Center at 34th and Broadway sometime next year. The borough now has the highest concentration of H&M stores in America, but for now, anyway, attention is to be focused on Times Square with over 7,000 square feet of LED screens and a 53-foot wall of glitter. Sounds sparkly. Get some sleep. You will be needing it.
H&M 4 Times Square opens November 14 at 12:01 AM, Times Square