We know the value of bringing a smile to people’s faces. That’s why Grazia is co-hosting Smiley’s 50th anniversary event at Galeries Lafayette, which is sure to be one of the most unmissable fashion exhibitions in Dubai 2022. The celebration is divided into an action-packed weekend party and a curated pop-up collection featuring limited edition items from your favourite designers. The party takes place at Galeries Lafayette between the 25th and 27th of February from 4-8PM. The pop-up collection is shoppable from the 21st of February until the 31st of March. These factors materialise together for this tremendous event, complete with performances by DJ Bliss. This celebration is also Smiley’s first brand activation in Dubai, and we’re pleased to be there to reel in such a cheerful brand.
Smiley is a brand known for its emotionally intelligent brand message, “Take the Time to Smile,” which brings out the optimist in all of us. The friendly cartoon smile was created to signify positive stories in French newspapers during a time of war. Readers appreciated its function, and soon the cartoon face took on a new life in society, spreading like wildfire in art, fashion and music scenes. Fifty years later, Smiley continues to spread positivity through experiential brand activations, like this one with Grazia at Galeries Lafayette. “We are delighted to bring our shared vision of happiness and optimism together with Galeries Lafayette,” Loufrani shared with Grazia, “this activation will bring our ‘Take the Time to Smile’ anniversary message to life throughout the windows and in-store experiences.” We have no doubt that it will be one of the most high-spirited fashion exhibitions in Dubai 2022.
When speaking to Nicolas Loufrani about the event, the CEO noted that Smiley’s “partnership with Galeries Lafayette is powerful and engaging with feel-good experiences intertwined to spread happiness and joy.” True to its mission statement, the itinerary for Smiley’s 50th anniversary event at Galeries Lafayette is unbeatable. Sarah Andelman (the founder of the iconic concept store Collette) will be handpicking items for Smiley’s pop-up collection on the fashion front. There will also be exclusive, Smiley-inspired capsule collections designed by brands like Alice and Olivia and Karl Lagerfeld that use Smiley’s special anniversary logo designed by the graffiti artist André Saraiva. Smiley’s supercharged weekend celebration will have the before mentioned DJ set, a lollipop station at Candylicious and places for you to personalise beads with any purchase from the Smiley collection. We hope to see you there.
