Recently SmileyWorld, the brand that introduced the first digital Smileys, opened up its high-concept pop-up store in the Gallery Lafayette Beijing. Reason for this opening was to showcase the capsule collection the brand created together with sunglasses brand Liberation, consisting of colorful eyewear and accessories.

Smiley's new pop-up in Beijing
© Smiley
Smiley's new pop-up in Beijing

The shop itself features modern spacing, complete with neon lighting, mirrored displays and displays with the brand’s signature Smiley.

Next to the capsule collection, the pop-up also features a range of Smiley products including bags, hats and cushions.

For the future, SmileyWorld plans on opening another shop in Ginza, Tokyo.

Smiley's new pop-up in Beijing
© Smiley
Smiley's new pop-up in Beijing