Shoppers at H&M's Sunset Opening Get Red Carpet Treatment (Or at Least the Carpet)

It's been a busy 24 hours for the streets of West Hollywood. Last night's Halloween Carnavale took over the city with costumed spectators and participants—an estimated 400,000 of them in all. And this morning, as glittery tiaras still littered the pavement, H&M's new location prepared for a busy opening. The retailer laid out a red carpet on Sunset Boulevard to collect the hopeful shoppers (enticed to arrive early with giveaways) and to draw the attention of drivers-by to the space. H&M's internal PR team worked with LaForce & Stevens on the opening, which included a press breakfast with light fare catered by Caffe Primo next door.