Live brand experience: Hilfiger showcases preppy collections around the world

Tommy Hilfiger is taking its fashion on a worldwide tour in a series of live brand experiences.

The brand experience opened in Covent Garden, London recently, in a ten-day pit stop on a journey that will take the brand to other cities around the world including Milan and New York.

The pop-up shop was designed as a typical New England set, true to Hilfiger's roots as a favourite for preppy dressers, the Telegraph reported.

A shingled beach, white picket fence, astro turf lawn with games like backgammon, croquet and modern tennis rackets captured the spirit of the fashion house and attracted celebrities such as Ed Westwick, Ronnie Wood and even Mr Hilfiger himself.

Live brand experiences were recently praised by Marketing Week, as the news provider said that they are good at striking deals between visitors and those promoting their products.

It added that the experiences allow people to immerse themselves in a brand and idea.

Posted by Elizabeth Mewes