Inside H&M’s Hôtel Hennes Lower East Side Launch Party

Last week, H&M checked into the Lower East Side and unveiled the second installment of Hôtel Hennes amidst the cobblestone backdrop of New York’s Freeman Alley. H&M hosted a private party that offered plenty of photo ops amongst the immersive installations and lite bites. Party goers were greeted by a bevy of hotel attendants carrying whimsical pointed black and white umbrellas, escorting them down the brick alleyway. Amongst the crowd were whisperings of anticipation and perhaps a bit of confusion on what the night had in store. “I know this little alleyway and I thought ‘that’s a cute little place…’ and this all turned out to be this crazy immersive experience,” Emily Ratajkowski told Vogue. 

After all, what is Hôtel Hennes? While guests can’t check in for a night’s stay, the fictitious establishment is inspired by legendary boutique art hotels and residences. Attendees were welcomed into an immersive and unconventional experience reminiscent of a camp rendition of hospitality in the digital age. “I knew it was going to be high concept, and really leaning into the design, but there’s more of it than I thought that there was. I wish this were a real hotel, and I wish I could come and stay here!” Cynthia Nixon laughed. 

The interactive space is complete with a retro-diner aesthetic café in partnership with Breads Bakery, private photo suites, and a rooftop lounge. Attendees sipped on specialty elixirs and mocktails during sunset DJ sets while exploring the maximalist decor filled with surprises on every floor. The “Take a Chance” rooms make up two entire floors of eccentric environments and five abstract hotel suites set up for memorable photo opportunities. In the lobby, a specialty gift shop housed ceiling-high shelves of bright red Hôtel Hennes merch, with proceeds benefiting the Lower East Side Girls Club. Hôtel Hennes’s guests included Katie Holmes, Emily Ratajkowski, Irina Shayk, Nicholas Braun, Cynthia Nixon, Sasha Lane, the Dupont twins, and more. “The red music room: That’s where I’d be staying tonight,” said Ratajkowski, enthusiastically chatting with Vogue editors about which abstract room she would check into.

This latest manifestation of Hôtel Hennes follows the transformation of the Sands Hotel in Palm Springs during weekend one of Coachella. There, H&M brought to life the imagined hotel featured in the Spring Summer 2022 brand campaign short film released in April, starring Gigi Hadid and directed by Bardia Zeinali. When asked which room was her favorite if she had the choice to spend the night, actress Cynthia Nixon nostalgically pondered for a moment. “I loved the Furry room, but I think probably the Illusion Room would be my pick,” Nixon told Vogue. “When I was a kid, I had a black and white room, but it was nothing like that. I love the surreal aspects of the black and white room. It’s very hypnotic!”

Just a few short steps away sat the famed New York nightclub, The Box, where party-goers ended the festivities with a musical performance by Linux and Aquaria.