Post by Basa Studio

For its VIP member events across Europe, Tommy Hilfiger transformed a simple everyday object into a platform for local artistic expression — bringing together twelve cities, twelve artists, and twelve unique interpretations of the brand. Developed in collaboration with Basa Studio and LIGANOVA, the activation invited artists from each city to customise Tommy Hilfiger tote bags live in-store, turning personalisation into a shared creative experience. Rather than applying a single visual system across markets, each artist brought their own language, translating local identity and individual style onto a recognisable branded canvas. From Cologne and Warsaw to Vienna and Zurich, the totes became more than merchandise — they became one-of-a-kind objects shaped by place, process, and personal interaction. The same foundation carried through every event, while each final piece reflected the hand and perspective of the artist who created it. By shifting focus from product to participation, the project shows how brand experiences can create lasting connections through craft, authorship, and cultural collaboration. 🎨👜🧵🌍✍️ Read more about the activation here ➡️ https://lnkd.in/eR8r54ft 📸 SCHRIFTSCHATZ, Stefanie Haslberger (Casiegraphics), Anna Eisenhauer (Anna T-Iron), Ekaterina Koroleva & Eugenia Tynna