Tommy Hilfiger is infiltrating Brooklyn. After having a pop-up retail activation at the Williamsburg Hotel rooftop pool last month, the brand has opened a Tommy Jeans pop-up at 150 Grand Street in Brooklyn.
The pop-up, which was unveiled Friday and will remain open until Dec. 24, is part of Hilfiger’s new retail strategy in North America, which focuses on offering a personalized approach to shopping that meets next-gen consumers where they are.
The store interior is designed using movable containers, including an art installation room where consumers can collaborate with and experience the work of different artists on a monthly basis.
Focused on themes such as denim, sustainability, vintage and music, the pop-up shop offers limited-edition product, customization services and innovative digital experiences.
Consumers are able to shop looks from digital screens and in-store signage using the 3-D image recognition TommyNow Snap app. Beginning Sept. 19, consumers can listen to music by artists featured in the Tommy Jeans campaign when they snap the campaign images inside the store.
In September, Carlton Yaito, a Brooklyn-based creative director specializing in sustainability, will host one-hour sessions from Thursday to Saturday between noon and 5 p.m., showing consumers how to deconstruct T-shirts, fleece and tops to create original designs. The art installation room showcases design and music by Brooklyn artist Derek Watson. Products that are being sold include Tommy Jeans jackets, shirts, T-shirts, sweatshirts, dungarees and backpacks.
In October, the focus will be on music, spotlighting an archives capsule, kids capsule and throwback vintage styles, In November and December, the spotlight will be on gifting and art with a sport-tech capsule, metallic capsule, gift-giving archives capsule and throwback vintage styles.
Tommy Jeans is available at Tommy Jeans and select Tommy Hilfiger stores globally and on tommy.com.
Watch a video interviewing Tommy Hilfiger and Zendaya: