Spanning 8,000 sq m, the new H&M in Kuwait is the brand’s biggest store in the world and is not your average retail install. Paul Milligan speaks to those involved. Situated on the site of the old Debenhams store, the new flagship store for H&M in the Avenues shopping mall in Kuwait is impressive in every respect.  Spanning more than 8,000 sq m, it has a marble façade, giant digital screens on the outside and inside, a children’s cinema, chill-out lunch, press area, walls of real foliage and a feature staircase spanning the two floors. The Avenues Mall is the largest shopping mall in Kuwait and the second largest mall in the Middle East.  As you would expect in the region, everything is completed to a very luxurious finish. You find marble throughout the store, imported from Italy costing $220 per sq m. if you haven’t noticed already, this is not the usual H&M store seen on European high streets.