A new Stockholm interior, an evening race in Los Angeles and two sport collaborations explore how a brand moves between the shop, the street and the people who use it.
A florist inside a homewares store. A race bib collected from a city shop. A running collection shaped by a town’s colours. A football shirt that travels into music and fashion.
These four stories follow a brand beyond a single setting. Each connects a physical place to something people already do, or want to be part of.
A new interior in Stockholm
H&M Home reopened its Drottninggatan flagship on 16 October with the first expression of its new global store concept. The 383-square-metre interior draws on modernist architecture, using warm materials, dark wood and a sequence of connected rooms.
Living and dining settings lead into bedroom and bathroom displays. An updated logo and monogram extend through signage and packaging, while monogramming and an integrated Bunchery florist sit alongside the product offer.
H&M Home, Stockholm. Image: H&M Home, via Odalisque.
Dark timber, tiled display and herringbone flooring at H&M Home Stockholm. Image: H&M Home, via Odalisque.
An evening in Los Angeles
Nike’s October 2026 After Dark Tour programme in Los Angeles connects a half marathon with training, retail and a post-race gathering. The published schedule lists a 5pm start on 24 October in Redondo Beach, supported by local training runs and a 14-week training plan.
The programme extends into retail before race day. Nike listed bib collection at The Grove from 17–21 October, followed by Redondo Beach expo collection on 22–23 October and a final collection window on 24 October. Its event programme also includes retail and a post-race party.
Nike After Dark Tour. Image: Nike. Series imagery; not documentation of the October 2026 Los Angeles race.
Product with a sense of place
ASICS and independent running retailer Distance launched their first capsule collection on 10 October. Sixteen apparel pieces and the NOVABLAST 6 draw on the colours and textures of Iten, Kenya: red earth, painted houses and the town’s everyday running culture.
Distance’s relationship with Iten includes a locally run store, opened in 2022, that serves as a meeting point for runners. The collection carries details from a place where the retailer already has an ongoing presence.
ASICS × Distance — a collection shaped by Iten, Kenya. Image: ASICS × Distance.
Material and colour from the ASICS × Distance campaign. Image: ASICS × Distance.
Football meets the city
GOLF WANG, FC Barcelona and Spotify bring clothing, football and music into the same programme. Spotify’s 15 October announcement introduced the clothing collection and a Barcelona event, Copa De Golf, scheduled for 24 October.
The announced line-up combines talent from GOLF WANG’s world with acts from Barcelona’s local music scene. The campaign also places the GOLF logo on the FC Barcelona kit, with the men’s El Clásico appearance scheduled for 25 October. The collaboration moves between the wardrobe, the venue and the pitch.
FC Barcelona × GOLF WANG. Image: Spotify / FC Barcelona / GOLF WANG.
Lamine Yamal in FC Barcelona × GOLF WANG. Image: Spotify / FC Barcelona / GOLF WANG.
The A—N perspective
For me, the interesting design question is where these experiences meet. A collection needs somewhere to be understood. An event needs places to gather before and after. A service needs room to work properly.
Those relationships belong in the brief early. A shop planning regular runs needs somewhere for people to wait and belongings to go. A florist needs a working surface and a practical service routine. A product story needs enough space for its materials and origin to register.
The interior gives these activities a physical form. Its success also depends on who runs them and whether people find them useful. Before adding another feature, I would ask: what will someone actually do here?
Alexa Nice / Studio A-N
IN GOOD FORM / BY A—N
Explore our retail design and brand experience practice, or continue reading Designing a Store That Travels.
Credits and sources
Reporting: H&M Group, Nike, ASICS and Spotify. H&M Home interior imagery: H&M Home, via Odalisque. Nike campaign and event imagery: Nike. ASICS × Distance imagery: ASICS × Distance. FC Barcelona × GOLF WANG campaign imagery: Spotify / FC Barcelona / GOLF WANG.
Sources checked on 25 October 2026. Event details describe the organisers’ published programmes, rather than independently verified reports of the events.