# Urban Island Pop-Ups Tommy Hilfiger Created a Pop-Up Island in Milan's Tortona District By Katherine Pendrill | Published 2016-04-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/popup-island References: [wwd](http://wwd.com/fashion-news/fashion-scoops/tommy-hilfiger-builds-pop-up-island-in-milan-10409178/) & [salonemilano.it](https://www.salonemilano.it/) Tommy Hilfiger recently made headlines for creating an [urban island pop-up](https://www.trendhunter.com/trends/miamistyle-popup) 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](https://www.trendhunter.com/trends/historic-hotel-dangleterre) 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](https://www.trendhunter.com/trends/new-york-city-popup-event) a chance to take a break from Salone del Mobile with virtual jet-ski video games, interactive photo booths and mobile phone raffles. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 60% | Activity: 33% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Pop-up Island Experiences:** Brands are creating temporary island experiences in urban areas to provide an escape and unique customer experience. - **Instant Pop-up Events:** With quick set-up times, brands are able to create immersive pop-up experiences that can grab consumer attention and create a buzz. - **Trade Show Innovations:** As trade shows become more competitive, brands are finding innovative ways to stand out and draw in visitors with creative off-site experiences. ### Who This Affects Most - **Retail:** Brands can experiment with creating temporary retail experiences in non-traditional spaces to reach new customers and build brand awareness. - **Events:** Creating immersive and engaging pop-up experiences can be a valuable addition to event planning and experiential marketing. - **Hospitality:** Hotels and resorts can create pop-up islands in urban areas to offer unique and memorable guest experiences. ## Related on Trend Hunter - [Island Concept Pop-Ups](https://www.trendhunter.com/trends/10am-apotheke.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md) - [Racing Motif Pop-Ups](https://www.trendhunter.com/trends/mytheresa-x-flamingo-estate.md) - [Poolside-Inspired Swimwear Pop-Ups](https://www.trendhunter.com/trends/skims-popup.md) - [Designer Beach Resort Experiences](https://www.trendhunter.com/trends/beach-club-popup.md) - [Terrace Brand Endeavors](https://www.trendhunter.com/trends/beachfront-pop-up.md) - [Festive Airport Pop-Ups](https://www.trendhunter.com/trends/club-holiday-popup.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Immersive Back-to-School Pop-Ups](https://www.trendhunter.com/trends/sprayground-pop-up.md)