The emoticon brand will be featured heavily throughout the department store’s two Hong Kong locations.

EUROPE–SmileyWorld has teamed up with the department store Harvey Nichols for several promotional activations in Hong Kong, in a deal brokered by Walton Brown.

The retail activation will take place at Harvey Nichols’ two Hong Kong locations and will feature seasonally themed promotions including window displays, point of sale, floor decals and a range of icons from Smiley’s dictionary across the shop floor. In addition, the campaign will include a DIY Smiley tote bag workshop that allows consumers to personalize their own canvas shopping bags.

The partnership will also feature a range of products from Smiley’s regional licensees including Liberation, LAP, House of Avenues and more.

“Smiley continues to lend itself perfectly to retail promotions and this activation provides the perfect upscale Smiley experience. We are super grateful to Steve Wong and all the team at Walton Brown for helping to bring this idea to reality,” says Matt Winton, marketing director, Smiley. “Our roll out of experiential promotions across the world continues to grow and this latest partnership follows on from recent events with Infinitus Mall in Shanghai and kick starts a series of similar promotions over the next 12 months.”