Tommy Hilfiger In-store Concours Terminé
eÿeka Express

It is completely non-digital and very much relevant, impactful and outside the box. The concept is very nicely visualized and it fits Tommy Hilfiger brand identity in terms of ‘breaking the rules and being unconventional’ by placing the pop-up shop at metro station. The concept is very well thought through from conceptual (underground logo vs. TH logo) and business point of view (high traffic location).

Like the ‘tree of kindness’ idea and brand's direction to give back to society. Tommy Hilfiger already runs the initiative ‘Save the Children’ and is raising money for charity. The idea of supporting local artists and creating TH community could bring the brand closer to consumers and creating brand fans.

As customization is very trendy at the moment, this idea is very relevant to the modern consumer that wants to have something unique and tailored-made. It is interesting for a brand to gather consumer insights and ideas through the ‘Lab’, where shoppers can interact with designers and perhaps even co-design the collection.