Tommy Hilfiger has opened the first concept store of its kind in the Asia-Pacific region.
The brand has debuted its Chadstone store in Melbourne, with reports it exceeded its targeted budget by four times.
The store, which holds the brand's TommyXGigi collection, is the first in APAC to incorporate the brand's new global retail concept.
Spanning 280sqm, the interior references nautical themes with herringbone oak flooring, antique brass accents and high gloss walnut fixtures.
To celebrate the opening and the TommyXGigi collection, the brand hosted a 360-degree virtual reality experience.
It allowed consumers to go behind-the-scenes with Gigi Hadid at her campaign shoot for the collection.
Fans and followers of the brand were invited to join the conversation on social media using #TommyAustralia and #TommyXGigi.
There are over 1,600 Tommy Hilfiger stores in over 115 countries worldwide.