Not newsworthy? Wrong! The Swedish chain of tat clothes shops was refused a space back in 2006 for reasons of image, but they fought back with a secret weapon that no-one could say no to – superstar architect Jean Nouvel!

So you’re Swedish money-making machine. You think that nothing can stop you. Only problem is, your application to set up shop on the ridiculously chic Champs Elysées has been refused because you’re actually not very hip. What do you do?

H&M weren’t going to take things lying down, and it is surely the store design by Jean Nouvel (and about four years of hard lobbying) that has finally helped them shoehorn their way on the most beautiful avenue in the world. The twelfth H&M in Paris will thus be the most super-chicest one in the whole world, with 2.800m² spread over three floor and ‘luminous animations on the facade’, whatever that may be.

Anyway, the idea is no to bring the style of the avenue down. We can’t wait to see! Perhaps there will be Apple Store style queues outside on opening day ? 😉

The new H&M store designed by Jean Nouvel will be at 88-90 avenue des Champs Elysées (here) from 6th October 2010 onwards.

Official H&M site: www.hm.com