Urban Outfitters launches in-store Smiley experience

Urban Outfitters is launching a Europe wide in-store experience from today, 4 April, as part of its collaboration with Smiley, which has been celebrating its 50th anniversary throughout 2022.

As part of the unique campaign, Urban Outfitters has created an immersive pop-up room environment for consumers in London, Manchester, Amsterdam, Milan, Copenhagen, Barcelona, Glasgow and Antwerp.

The pop-up includes products featuring the Smiley logo reimagined by Paris-based Swedish graffiti artist Andre Saraiva, who customised over 50 products as part of a collector’s edition stretching across clothing, accessories, technology and more.

Shoppers can expect to find key products featured in the store such as iets frans … x Smiley + 50th Anniversary collector’s editions.

Streetwear and activewear brands include Champion, Eastpak, New Era and Happy Socks, while Loki and Ciate provide fashion and beauty products. Neon signage brand Yellowpop will also be available, as will Sunny Life, known for its inflatable swimming pool lines.

Within the Manchester and Oxford Circus stores, consumers can engage with and create social content with an infinity mirror, while the changing rooms feature Smiley’s ‘Take the Time to Smile’ slogan.

Find out more on the Urban Outfitters website.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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