Like a proper racing team, Tommy Hilfiger makes a stop in 10 European cities to promote the new eyewear collection inspired by the racing world.

The themed installation features a big ‘victory lane’ as a landmark, garage carts as display, a podium as stage for selfies. The simulator area invites to compete on a single-seater car, make the best time and win TH prizes.

For their pictures posted on social media with the hashtag #eyelovetommy, visitors receive a bespoke gadget and a scratch card to participate in the raffle to win a pair of glasses.

After every stage, a digital competition would start, with prizes for the participants who visited the partner stores first.