Spotted! Tommy Hilfiger brings the beach to Toronto

The apparel brand retrofitted a 1970s bus to promote and sell its limited-edition Surf Shack collection.

Apparel brand Tommy Hilfiger brought a taste of the surf lifestyle to Toronto over the weekend, with the opening of its touring two-day-only pop-up store in the parking lot at 302 Queen St. West.

The brand transformed the parking lot into a surf-side beach and opened up the store in a 1970s bus that was retrofitted to look like a surf shack. The brand sold clothing from its limited-edition Surf Shack collection, as well as surfboards and beach accessories, and also had a food truck and Hawaiian shave ice treat maker on-hand.

The pop-up shop, which has already hit up Venice Beach, California and Chicago, was executed with help from Toronto-based Black Chalk Marketing and Rock-it Promotions. to support the event, the brand built a microsite to curate content, and also leveraged social media channels like Twitter and Instagram using the hashtag #gonesurfingusa.

Trent Wisehart, creative director, Tommy Hilfiger North America, tells MiC that the brand was looking to do something new to reach its consumers, while staying authentic to its heritage.

He says the surf shack was an ideal way for the brand to allow consumers to experience the “lifestyle” of Tommy Hilfiger and its Surf Shack collection, which is inspired by west coast surf culture and Tommy’s east coast “preppy” heritage.