The buildings chosen by H & M to house its stores vary. The surface and location constitute important factors when analyzing various options and specifications. However, what is not easy to choose is the type of building and whether it fulfills all specifications; this is determined by the particularities of the urban fabric and the history behind each commercial pole of attraction.

The building at 11 Ermou & Voulis Street is a building of particular historical significance as it was built in around 1904 and operated as ''Tourist'' hotel. The building counts more than a century of life and has changed many uses and styles depending on the era. In 1932, the first and second floors were occupied by stores and offices while a cafe operated on the mezzanine floor (source: Kathimerini/Old Athens hotels). 

It is required to know the building's history to decipher its structure and operation. This was our approach trying to recreate its charming architectural identity that combines various architectural styles and artistic features.

The effort by H & M and the owner to rebuild a new store respecting the past and opening up to the future is praiseworthy.

One of the main challenges in the design was to incorporate the company's commercial character in the ''Tourist'' hotel history. For the building's revival, H & M activated its global Flagship programme which aims at a special design in order to boost customer purchasing experience.

The building's strongest preservable architectural elements are the following:

1. The room with wooden coating and furniture on the ground floor is an illustration of the store's character bearing the name ''Kouropoulos BROS''- a fabric store of its time.

2.The central staircase that led to the hotel's levels is a token of an exceptional art type of marble stairs construction and their support (monolithic wedge-shaped gradients).

3.The mural paintings on ceilings have been carefully restored at all levels. Visitors should place special emphasis on the mural paintings on the ceilings because in combination with the alternating floor materials, they constitute the hotel's rooms’ separation pattern.

4.Finally, the front view is definitely the dominant feature expressing fully the prestige of Ermou street.

Mirrors, light fixtures, simple lines and complex finishing are added to all these images so that customers’ circulation and showcasing of their commodities fit perfectly to the building's scenario.