Never have Munich’s Pasing Arcaden or the Westfield Shopping City Süd in Vienna witnessed a pop-up campaign like it. In June, popular lifestyle brand Tommy Hilfiger drove a huge truck onto the centres’ forecourts and stayed there for two days at a time. Concealed inside was a luxurious, innovative store. An ingenious design enabled the outsize truck to be transformed into an inviting retail outlet in just a few simple steps, which quickly aroused the curiosity of visitors.

Sporting in-truck VR experiences

Shoppers were not merely impressed by the unusual exterior design, but also by the interior of the pop-up truck. In keeping with the image of this fashionable brand, the display and sales areas were furnished in a high-quality and ultra-modern style. A special highlight were the simulators complete with virtual reality goggles which anyone curious enough could use to immerse themselves in VR environments and try out a variety of sports such as snowboarding or skating. This aroused the interest of athletes and fashion fans alike in the sporting styles of this well-known designer.