Tommy Hilfiger recently made headlines for creating an urban island pop-up in the center of Milan's bustling Tortona district. Designed to coincide with Milan’s annual furniture and design trade show Salone del Mobile, the pop-up provides a creative way for visitors to take a break from the show.
The 3,229-square-foot island pop-up was created by the brand in less than 24 hours in the heart of the busy Tortona district. The man-made island is located on a roundabout and features creative beach elements such as sand, leafy palm trees, lounge chairs and even straw huts. The pop-up has been dubbed 'Island State of Mind' and it gives trade show visitors a chance to take a break from Salone del Mobile with virtual jet-ski video games, interactive photo booths and mobile phone raffles.