The Bicester Collection is a group of 11 carefully curated retail destinations with leading service and luxury offerings in close proximity to the biggest cities in Europe and China. The unprecedented mix of the world’s most revered fashion and lifestyle brands are conveniently concentrated in the beautiful Villages located less than an hour away from top European cities including Milan, Munich, Dublin, Barcelona, Madrid, Paris, Brussels, Frankfurt and London.
This summer, DO GOOD by The Bicester Collection and The Smiley Company are embarking on a shared mission to support women and children. DO GOOD is The Bicester Collection’s initiative focused on supporting ten charities that promote and progress the self-empowerment of women and children, both locally and globally.
Popping up across The Bicester Collection’s 11 Villages, guests can look out for the yellow Smiley carts and pop-up boutiques filled with limited edition Smiley X DO GOOD products. The first drop, ‘Summer Smiles’, launched on 1 July and features a unisex capsule of tees, hats, sliders and water bottles, plus a fully sustainable oversized hero tote. Complementing the collection are fun beach essentials from SunnyLife and Dock & Bay.
Drop two, ‘Bag to School’, will land on 12 August with an exclusive backpack and back to school accessories, complemented by an emotional intelligence (EQ) education programme with Smiley Movement.
The campaign will run through to October. It will launch in all of The Bicester Collection’s Villages in Europe first, and then extend to the Villages in China. Guests visiting The Bicester Collection will be invited to ‘Take the Time to Smile and DO GOOD’. Smiley will help spread feel-good messages and smile-worthy moments as the campaign unfolds amid The Bicester Collection’s sunny open-air settings, through an exciting programme of art, music, food, and retail theatre.
From July, all of the Villages within The Bicester Collection will be adorned in bright yellow smiles, creating moments of Instagrammable joy for guests. Additionally, at each Village there are a variety of Smiley activations for guests to enjoy and take part in the movement.