The new Eyewear collection was promoted through a roadshow inspired by the world of nautical racing: 7 cities, 5 European countries, 21 days of events, and a grand finale at the SailGP Village in Sassnitz, where Tommy Hilfiger stood alongside Team USA as main sponsor.
A custom-designed container became a “magic box” that, once opened, revealed an immersive, interactive, and engaging experiential space, with eyewear at its core.
A scrolling LED wall acted as a landmark and dynamic element, enhanced by the brand’s video content.
A glasses-shaped touchscreen station allowed visitors to explore the displayed collection in depth, discovering its design and technology through technical details and brand insights. On the opposite wall, a magic mirror enabled visitors to virtually try on the entire collection, take a selfie, and send it directly to their email.
Two simulators gave visitors the chance to take the helm and compete in a digital regatta, assessing wind conditions, executing precise maneuvers, and racing to the finish line.
Outside the container, a themed photobooth allowed guests to take souvenir photos, print them, and receive a digital version ready to be shared on social media.
Exclusive branded gadgets, along with a festive moment at each stop—featuring catering and DJ sets—celebrated participants and visitors alike.
A successful road tour that brought together fashion, sport, and product experience in a dynamic, international atmosphere.