The Smiley brand will celebrate its 40th birthday in January with the opening its first Smiley store in London this winter in the Boxpark shopping center in East London’s Shoreditch. The shopping center has been created out of shipping containers and will include fashion stores, restaurants and exhibition space.
Concurrently, Smiley will launch its first stand-alone e-commerce site.
Both store and website will launch with autumn/winter 2011 with apparel, jewelry, bags, watches and fragrances, as well as products from licensees.
Cultwork SA will create an official 40th anniversary art collection for Smiley, working with a wide network of artists and touring as an exhibition during 2012. Smiley is also launching a special anniversary range of watches–called Smiley-Happy Times–to complement the anniversary fashion collections.