French fashion and lifestyle label The Smiley Company opened a pop-up store on Corso Garibaldi 59 in Milan from Feb. 24 to Mar. 3 during Milan Fashion Week.

The 150-sq.-meter shop was furnished with Smiley Pop Art on the walls, clean white storage racks and colorful balloon installations in the huge shop windows designed by the company itself. Offering casual fashion for men, women and kids along with beauty, jewelry and gifts, it also featured artisanal show pieces created in collaboration with the knitwear label Sibling and the fashion designer Louise Gray for London Fashion Week, which will be available at a later date at other Smiley outlets. As well as Smiley bags, there were stuffed animals, jewelry, cosmetics (Smiley Happy Therapy by Ora-ïto), underwear (by Etam), homewares and clothing.

“My aim is to bring happiness to different market segments,” said Nicolas Loufrani, CEO of Smiley World and son of Franklin, founder and creator of the smiling face logo in 1972.

“I’m very happy about this test experience that offered us the opportunity to present our very articulated world,” said Loufrani, who is considering opening a flagship store in one of Europe’s fashion capitals by 2011 and launching franchise stores.

A survey last year revealed the brand was recognized by 94.5% of the world’s population.

—Lena Grossmüller and Maria Cristina Pavarini