Joining Galeries Lafayette stores the world over, Galeries Lafayette Doha is taking part in the international ‘Happy Birthday Smiley’ campaign to celebrate the 50th anniversary of iconic French brand Smiley. The celebrations, held with the tagline ‘Take the time to Smile’, started on February 21, 2022, and will continue until March 16.
Smiley was created in 1972 by French journalist Franklin Loufrani for a French newspaper to highlight good news stories. Five decades later, Smiley has become more than just an icon, a brand and a lifestyle: it is now a mindset and a philosophy, reminding people just how powerful a smile can be.
Fifty years after its début, Smiley is taking over Galeries Lafayette to celebrate its anniversary in a fabulous festive style. Smiley and Galeries Lafayette have joined hands to create some exciting in-store entertainment guaranteed to bring a smile to everyone’s faces.
Nicolas Loufrani, CEO of The Smiley Company, said: “After the past two difficult years, what better way to come out of this period than this campaign, which aims to reverse the global smile deficit, spread positivity and fill the world with smiles in 2022?”
Celebrating the 50th anniversary, the Galeries Lafayette Doha store, windows and interiors have been tastefully decorated with smiley elements. Playful installations, in collaboration with world-famous graffiti artist André Saraiva and inspired by the Smiley’s 50th anniversary logo have been set-up to mark the occasion.
The international iconic brands available at Galeries Lafayette Doha are offering their own distinctive take on the Smiley universe. These brands have designed unique versions of their flagship products that blend in the inimitable visual identity of the Smiley 50th anniversary logo.
The merchandise is delivered in limited edition Galeries Lafayette and Smiley co-branded tote bags. The collector products designed by Smiley’s brand partners are available exclusively at the “50 for 50” pop-up on the ground floor of the Galeries Lafayette Doha store.
Elevating the Smiley experience to the next level, Galeries Lafayette Doha, in association with Beauty Hive Salon, has set up an exclusive ‘smiley nail art station’. Located on the ground floor next to the smiley pop-up kiosk, it gives customers a chance to personalize their nails in any fun way they wish and celebrate the world of Smiley.
A special kids’ activity corner has been set up on the first floor in the kidswear section, inviting children to take a creative break by coloring and enjoying fun smiley activity sheets.
To mark the icon’s 50th anniversary, Galeries Lafayette Doha’s cafes and restaurants have created limited edition Smiley inspired takeaway packaging that capture the spirit of the happy world of Smiley. Inspired by the colors of the Smiley campaign, customers can purchase Café Pouchkine’s yellow yuzu macaroons offered in a limited edition box and have their coffees to go in a fun coffee cup sleeve.
Excited about Smiley’s 50th anniversary, General Manager of Galeries Lafayette Doha Mr. Kevin Gerard Pender said: “The collaboration of Smiley and Galeries Lafayette is most organic. Both are French iconic brands that have been loved and embraced by people around the world. Galeries Lafayette Doha is glad to be a part of this celebration and happy to offer a ‘time to Smile’ to our clients.”