SmileyWorld unveils first physical pop-up store

SmileyWorld has opened the doors to its first pop-up store in Asia’s mall Galeries Lafayette Beijing.

The store’s opening marks the company’s collaboration with Liberation on a new capsule collection of eyewear and accessories.

Boasting neon lighting and mirrored displays, the pop-up shop will also sell a range of SmileyWorld products including plush, mugs, bags, keyrings, cushions and hats.

In the coming months, a second pop-up store is also set to launch in Ginza, Tokyo Japan.

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