TOMMY HILFIGER
CLASSICS REBORN.
IN STORE ACTIVATION
About
/01
Created with i-D Magazine for Tommy Hilfiger, the Berlin flagship became a platform for the city's creative community. Designed to bring new energy—and a younger audience—back to the Kurfürstendamm store, the project brought together artists, designers, and cultural change-makers to explore sustainability as a lived, local practice—rooted in material reuse, circular thinking, and community-led innovation.
Fig. 1, Tommy Hilfiger, Workshop
Fig. 2, Tommy Hilfiger, Workshop Detail
Work Undertaken
/02
Creative Consultancy for i-D Magazine on the Berlin edition of Tommy Hilfiger's Classics Reborn campaign.
Working across cultural strategy and community engagement, I helped shape an experience that resonated with Berlin's creative landscape. I identified and cultivated partnerships with local artists, designers, and sustainability advocates whose practices reflected the campaign's values. This included advising on the placement and presentation of Berlin-based fashion designer Melissa Minka's installation within the Kurfürstendamm flagship store.
Fig. 03, Workshop Detail
Fig. 04, Upcycling Installation
Credits
/03