For Tommy Hilfiger, Tchai developed a refined shop-in-shop format that brings the brand’s iconic aesthetic into department store environments. The concept was realised across key European retail partners, creating a cohesive and recognizable presence that supports both brand distinction and commercial performance.
Tommy Hilfiger’s design language combines timeless American style with contemporary appeal. Translating this into a shop-in-shop solution required a design that felt both true to the brand and adaptable to the diverse interiors of department stores. The environment needed to showcase core product ranges in a way that felt instantly recognizable, while facilitating smooth customer flow and clear product presentation.
We approached the project with a focus on recognizing Tommy Hilfiger’s brand values and translating them into physical form. Close collaboration with the brand ensured that aesthetic cues, materials and spatial logic were aligned with Tommy Hilfiger’s global identity. The result is a coherent concept that balances fashion attitude with functional retail design.
The final design solution establishes a signature space within larger retail environments, using materials, colours and architectural elements that reflect Tommy Hilfiger’s authentic style. The shop-in-shop features clear category definition, inviting product displays and considered circulation paths that guide shoppers effortlessly through key collections. Attention to detail in finishes and fixtures reinforces quality and supports the premium perception of the brand.
Deployed across multiple department stores in Europe, the shop-in-shop format enriches Tommy Hilfiger’s retail footprint by creating environments that feel consistent with the brand’s lifestyle positioning. The concept enhances visibility and appeal in high-traffic environments, contributing to stronger customer engagement and a cohesive brand experience across locations.
This project demonstrates how thoughtful retail design can extend a fashion brand’s identity into the physical space of department stores. By aligning architectural language, detailing and product presentation with Tommy Hilfiger’s stylistic values, Tchai helped create shop-in-shops that feel both authentic and commercially effective — strengthening the brand’s relationship with shoppers and retail partners alike.