Urban Outfitters Launches Smiley Pop-Ups Across Europe

Urban Outfitters has rolled out its own interpretation of the Smiley ethos across its European retail branches, offering an ambitious and collection of brand collaborations. Available at stores in London, Manchester, Amsterdam, Milan, Copenhagen, Barcelona, Glasgow and Antwerp, the pop-up includes products featuring the Smiley logo reimagined by Paris-based Swedish graffiti artist, Andre Saraiva. Saraiva customized over 50 products as part of a collector’s edition, which stretches across clothing, accessories, technology and more. Shoppers can find key products featured in the store such as iets frans … x Smiley + 50th Anniversary collectors editions. 

As part of the campaign, Urban Outfitters has created a pop-up room environment for consumers to immerse themselves in the work of Smiley, from infinity mirror windows to branded changing rooms in the Manchester and Oxford Circus branches. 

Streetwear and activewear brands include Champion, Eastpak, New Era and Happy Socks, while Loqi and Ciate provide fashion and beauty products. Neon signage brand Yellowpop will also be available as will Sunny Life, known for its inflatable swimming pool lines.