Posted: May 12, 2011
Tommy Hilfiger stars in Covent Garden Prep production
A pop-up retail experience for Tommy Hilfiger, part of a world wide tour, has been turning heads in Covent Garden, and, concurrently, New York this week.
Set up for just 11 days, after three days building and merchandising the store, Prep World is a celebration of the Preppy fashion and retro appeal that is a distinctive look this season.
The temporary retail outlet is focused first and foremost on brand experience and a whole brand environment has been created using a sophisticated build, and a dedicated pan-European logistics team from the German agency Liganova. The store is a complex build that occupies 77m2.
Prep World apparel and a carefully merchandised selection of branded Preppy lifestyle items are set up for sale, priced in Euros alongside the vintage clothing that inspired the new look. Whilst both vintage and news items can be purchased in the store, the primary objective to engage with shoppers and trend setters using the clean design of the store to learn m ore about the brand or to hang out in the adjoining garden/ croquet lawn.
2000 people attended on the first day of store opening which saw Tommy Hilfiger himself putting in an appearance at a party on the opening night, with other well known VIPs.
Taking two days to erect and merchandise, the store has seen a few hundred visitors each day, falling slightly short of the 1000 target.
Once inside the club styled store, visitors have been able to enter a competition by uploading photographs of themselves looking Preppy with Facebook and Twitter leading the online amplification.
London is the second major city after Paris to receive the experience, which will head for Milan after departing London on 15th May and will also visit places such as Amsterdam, Madrid, Stockholm, Sylt and Knokke. In Europe the same store is popping up at each destination. Different build teams will also cerate Prep World in LA and Tokyo.
In the UK Covent Garden was selected as a premium destination for the brand. The location was provided and facilitated by Brandspace.