HILFIGER DENIM TO OPEN “AN ISLAND STATE OF MIND” POP-UP
INSTALLATION AT SALONE DI MOBILE IN MILAN
Celebrating the ‘Hilfiger Denim’ Spring 2016 campaign, the brand will open a pop-up Caribbean island in the Largo delle Culture at Tortona Design Week.
AMSTERDAM, THE NETHERLANDS (March 2015) – Tommy Hilfiger, which is owned by PVH Corp. [NYSE: PVH], announces it will open an Island State of Mind pop-up installation in Milan during Salone di Mobile at Tortona Design Week. Paying homage to Hilfiger Denim’s island-themed Spring 2016 advertising campaign, the brand will construct a Caribbean-inspired pop-up space in the Tortona District’s Largo delle Culture. The concept channels the campaign’s core notion: bringing a laid-back island vibe to the urban concrete jungle.
Accessible to all Design Week guests, the Hilfiger Denim pop-up will mimic a real-life tropical paradise including a sandy beach, live palm trees and exotic plants, and a wooden boardwalk. Spanning 300-square-meters, the space will also feature engaging digital experiences. Guests are invited to take an “island selfie” in a custom photo booth using Microsoft’s new Lumia 950 smartphone; the photos will be printed and also sent digitally for the user to share on social channels. Visitors can also compete to win prizes in a specially commissioned island-themed videogame using Microsoft’s Xbox One Kinect.
In conjunction with the Island State of Mind pop-up, the Tommy Hilfiger Milan store at Piazza Oberdan will feature the new Hilfiger Denim Dynamic Stretch denim collection. The innovative fabric has an 80 per cent stretch factor and a high-recovery finish, ensuring it retains its second-skin fit without losing elasticity – even after prolonged wear. The super-stretch fabric uses a high content of elastane to provide an incredible ease of motion and superior comfort, without losing its authentic denim look. It is supportive without being restrictive and allows for effortless movability.
Hilfiger Denim’s Island State of Mind pop-up space will be open to the public from April 12 to 17, daily from 11:00 a.m. to 11:00 p.m. at Largo delle Culture. No invitation is required. The Tommy Hilfiger Milan store is located at Piazza Oberdan 2/A.
Friends and followers of the brand are invited to join the conversation on social media using #TommyHilfiger and the handle @TommyHilfiger.
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About Tommy Hilfiger
With a brand portfolio that includes Tommy Hilfiger and Hilfiger Denim, Tommy Hilfiger is one of the world’s most recognized premium designer lifestyle groups. Its focus is designing and marketing high-quality men’s tailored clothing and sportswear, women’s collection apparel and sportswear, kidswear, denim collections, underwear (including robes, sleepwear and loungewear), footwear and accessories. Through select licensees, Tommy Hilfiger offers complementary lifestyle products such as eyewear, watches, fragrance, athletic apparel (golf and swim), socks, small leather goods, home goods and luggage. The Hilfiger Denim product line consists of jeanswear and footwear for men and women, accessories, and fragrance. Merchandise under the Tommy Hilfiger and Hilfiger Denim brands is available to consumers worldwide through an extensive network of Tommy Hilfiger and Hilfiger Denim retail stores, leading specialty and department stores, select online retailers, and at tommy.com.
About PVH Corp.
With a heritage going back over 130 years, PVH Corp. has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 30,000 associates operating in over 40 countries with over $8 billion in 2014 revenues. We own the iconic Calvin Klein, Tommy Hilfiger, Van Heusen, IZOD, ARROW, Speedo*, Warner’s and Olga brands and market a variety of goods under these and other nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International, Ltd.
For more information:
Kimberley Witcomb
Director of Communications, Europe
T +31 20 589 5714