An ice rink and penguins formed the headline-grabbing centrepiece to the Hilfiger Denim stand at Bread & Butter (B&B) tradeshow this year.
Held in January, the Berlin event saw the crowds skate around on the ice, watched by ranks of penguins and in front of a cityscape backdrop.
It followed a pool party for the Hilfiger Denim spring 2012 show and the latest stand was described by Drapers as "one of the most impressive" of B&B, providing excellent views of the overall Denim Base area.
In July last year, US brand Hilfiger Denim unveiled its global advertising campaign for the fall/2011 season, which extended its Kids of America marketing.
Set in New York City and directed by the company's in-house advertising team, it featured young creative people such as DJs, editors, promoters and musicians photographed in monochrome in The Bunker nightclub.
Hilfiger Denim Live has been staging music events to communicate the brand's rock 'n' roll ethos since 2009, with the concerts starting in Amsterdam and taking place across Europe, starring performers such as The Drums, Major Lazar, Matt & Kim, The Virgins and The Films.