Tommy Hilfiger


London, September 2017

Bespoke Installation Department Store

To celebrate the launch of the newest Tommy Hilfiger collection, made in collaboration with Gigi Hadid and The Chainsmokers, StudioXAG produced and installed exclusive take-overs of Selfridges London and Harrods department stores to coincide with the closing of London Fashion Week.

Two windows were created in Selfridges to highlight the womenswear and menswear collections, each dominated by one of Tommy Hilfiger’s signature navy or red hues. In the windows, moiré rings are suspended from the ceiling at varying heights and in a multitude of sizes, designed to create an optical illusion as onlookers pass by. Stand-out product from the collection is highlighted by bespoke-made neon rings, echoing the circular theme of the windows.
Twin corresponding pop-up areas were produced in-store at Selfridges. In both the menswear and womenswear spaces, focus is drawn on luxurious gloss lacquer finish plinths which hold footwear and accessories, whilst the ready-to-wear hands from rail structures adorned with bold campaign imagery.

On the third floor of Harrods, StudioXAG took over an expansive space, which included a bespoke 6-metre wide carpet in deep navy, the perimeter featuring Tommy Hilfiger’s trademark stripes. Elsewhere, campaign imagery and television screens and are integrated into lacquered modular rails, accompanied by branded box plinths.

Photographs by Melvyn Vincent.