Tommy Hilfiger, which is owned by PVH Corp., announces that it transformed the inside of the Emporium Melbourne Mall into a digital art gallery for one-day-only to host a celebratory event for 3,000 visitors on November 15, 2019. The multifaceted consumer activation marked Mr. Tommy Hilfiger’s first visit to Australia and arrival to Melbourne after two days in Sydney. The installation showcased the best of theTOMMY HILFIGER collections.
Titled “Hypa-Hilfiger” and created in partnership with Melbourne lightning artist, Kit Webster, the takeover paid tribute to the creative achievements of Melbourne, which serves as a thriving hub for art, music and fashion. “Hypa-Hilfiger” presented an amalgamation of these influences, promoting cultural connection and artistic discovery. Visitors explored the pop-up’s digitized artwork and futuristic, cubic sculptures, which were designed to pay tribute to the streets of Melbourne. Fans of the brand also enjoyed live performances by TKAY MAIDZA supported by DJ FLEX MAMI and Denzel from The Voice Australia.
During the event, Mr. Tommy Hilfiger visited the new TOMMY HILFIGER Emporium Melbourne flagship store before participating in an energized on stage conversation with celebrity host, Ksenija Lukich where he engaged with the crowd and discussed the future of the brand. Attendees were invited to participate in a digital activation utilizing the AirDrop feature. Those who participated in the innovative AirDrop activation won a limited-editionTOMMY HILFIGER cap.
About PVH Corp.
With a history going back over 135 years, PVH has excelled at growing brands and businesses with rich American heritages, becoming one of the largest apparel companies in the world. We have over 36,000 associates operating in over 40 countries and nearly $9 billion in annual revenues. We own the iconic CALVIN KLEIN,TOMMY HILFIGER,Van Heusen, ZOD, ARROW, Speedo*,Warner’s,Olga and Geoffrey Beene brands, as well as the digital-centric True & Co. intimates brand, and market a variety of goods under these and other nationally and internationally known owned and licensed brands.
*The Speedo brand is licensed for North America and the Caribbean in perpetuity from Speedo International Limited.
Source: TOMMY HILFIGER