Smiley®, the happiest brand ever, will open its first ever pop up shop this week in the Causeway Bay shopping district, Hong Kong, as the brand continues it’s planned expansion into the Asian market this year. This store will act as a template for SmileyWorld gift stores, and there further plans to open 200 SmileyWorld stores in APAC in the next 5 years with major franchise partners.
To celebrate the summer and bring some cheer to today’s hectic society, shopping centre Hysan Place and Lee Theatre are launching the SMILEY® exhibition with a giant SMILEY® showcase, special offers and a heartwarming and innovative fund raising machine. Featuring the tallest and biggest“SMILEY® roller-coaster” showcase in Asia, innovative SMILEY®interactive donation machines, and a giant SMILEY®magnet wall, the venues are filled with positive energy.
The Smiley pop up store will stock a limited edition range of SmileyWorld accessories, homeware, stationary and much more, from licensees including NICI, Incidence, Cardelicious, Stationary Team, Clima, One-O-One and Qiankin. The pop up store will be open from July 23rd until the end of August 2014.
Hysan Place and Smiley have also worked together on creating visual marketing campaigns throughout the centre to engage with consumers, and ensure the new pop-up is on everyone’s radar in Hong Kong.
Nu Icons embraces Smiley’s past and mashes it up with our digital future.
This new and innovative apparel concept is ergonomic, bold and to the point, designed for the digital native where NuSmileys can be scaled across a multitude of media. It is expressive in its messaging and striking in its appearance. Utilising graphics across primary and bright colour palettes, often with fluorescent highlights, with a lean towards Smiley’s electronic music past and the nu rave movement. Whilst also creating a new digital music legacy for the present and future.
This collection is inspired by video gaming, clubbing and new media and features fluorescent and bright colours feature across 90’s inspired retro-feel designs, with fun slogans and bold prints leading the way. Pink, orange, yellow, green and monochrome pieces include crew neck t-shirts, long sleeve tops, vests and jumpers
For girls, cute captions including ‘love’, ‘be mine’ and ‘lucky’ feature alongside smileys transformed with heart and four-leaf clover digi-prints, while for boys there are more boisterous words such as ‘rebel’, ‘strong’ and ‘awesome’.
The Smiley Nu Icons illustrations are thick, regular and angled to compliment digital media’s natural design simplicity and immediacy.
Smiley are delighted to return to this year’s Bread & Butter trade show in Berlin after a 2 year hiatus, to showcase the latest collections to the most influential buyers, designers, press and fashion insiders in the industry.
For SS15, Smiley will be launching its latest offering from premium streetwear collection Smiley London and debuting Smiley World ‘new icons’, an apparel collection inspired by digital emoticons.
Smiley will also be exhibiting its latest technical accessories including sunglasses, headphones and skateboards.
These Smiley collections all take inspiration from the brand key influences; music, urban street culture, and colour, each of which is reflected throughout the brands stand design, which incorporates bright yellow colours, metallic mannequins and metal fixtures, the stand also has a futuristic feel.
Bread & Butter is one of the biggest trade shows in Europe, with 600 brands exhibiting over 3 days from the 8th-10th July at Berlin Tempelhof, and a public viewing in the evenings. This internationally prevailing trade show provides a creative marketing and communication platform for selected brands, labels and designers from the progressive segment that is unrivalled throughout the world.
As the happiness movement continues to gather pace as the latest global phenomenon, Smiley remains at the forefront of this.
Smileys unique brand mission to ‘Spread Happiness’ and serve its customers with some of the finest products in the world continues to cement the brand as a best seller with many of its major retail partners.
On Friday 5th July, Smiley launched a new partnership in Taiwan with fashion retailer CACO under a backdrop of brand activations.
This launch event took place at the Ximending Mall in Taipei, and featured games, ice creams, DJ sets, live band, dancers, a fashion show and the chance to win Smiley goodies.
The new SS14 collection is available in all CACO stores across Taiwan and targets men and women. Customers can choose from Smiley World designs, which use different emoticons, or the Smiley Original design.
The women’s collection features intimates, including pants and vests, in pastel colours, while the daywear range uses monochrome prints with highlights of yellow on cropped t-shirts, vests, leggings and shorts.
For men, bold designs on vests and t-shirts stand out, and colourful Bermuda shorts complete the casual daytime look.
Accessories also feature throughout this range, including hats, tote bags, purses and rucksacks.
Happiness and the Smiley face has never been more relevant to consumers around the word then it is today, it continues to be a massive influencer of global pop culture.
Whether it’s Pharrell Williams ‘HAPPY’ topping the charts or Über fashion house Moschino rocking Smiley’s on the catwalk, even Katy Perry and her dancers have been decked out in Smiley on her sold out Prismatic world tour this year alone.
It therefore comes as no surprise to share news of another huge retail success for the happiest brand in the world.
For the 4th consecutive season, Smiley have collaborated with hip underwear retailer Undiz on a new licensed collection that is already proving to be a huge hit, having achieved record-breaking sales in its first week!
The new range, which includes, nightwear separates and underwear for women and men in a neutral colour palette of grey and white with highlights of yellow also features all over prints and embroidered Smiley faces.
Smiley had a headline slot at this years Dutch music festival ‘RetroPop’, which was played out this month in front of a sold out 10,000 raucous crowd.
This 1980s heritage pop music festival featured a host of top names and was headlined by iconic band Simple Minds.
All festival staff were resplendent in Smiley tee shirts and Smiley supplied bespoke artwork throughout the event site.
Presenting the happiest fashion collection of the season from two champions of positivity, the event showcased the new Autumn range and was attended by some of London’s most influential fashion, lifestyle and music industry insiders.
Featuring collegiate inspired pieces, the collection also uses bold black and yellow colours, with highlights of white and heavily influenced Sports-luxe styling. Items includes sweat pants, loose vests, casual shorts, swimwear and mesh t-shirts; the original Smiley has a linear deconstruction.
The Smiley x Happiness new collection launches in July, and with comfort and style top of our list, we can’t wait to get our hands on it!