This summer, DO GOOD by The Bicester Collection and The Smiley Company are embarking on a shared mission to spread a message of positivity, revealing smiles and unlocking futures for women and children wherever they’re born.
The Bicester Collection is a family of 11 distinctive shopping destinations in Europe and China defined by extraordinary experiences while offering great value. Now in its 50th anniversary year, Smiley has collaborated with some of the world’s most influential artists, musicians, brands, and tastemakers. And now, a first for both The Smiley Company and The Bicester Collection, this unique charitable collaboration aims to raise funds and awareness in support of these incredible charities supported by The Bicester Collection’s DO GOOD programme. They are: Adream, Brides do Good, charity: water, IntoUniversity, L’Envol, Make-A-Wish®, Women for Women International, SeriousFun Children’s Network and World Connect.
Launching in July and culminating in October, first in Europe and then extending to China, when visiting The Bicester Collection, you will be invited to ‘Take the Time to Smile and DO GOOD’ as Smiley, one of the most recognisable icons in the world, bounces into the 11 Villages. Smiley will help spread feel-good messages and smile-worthy moments as the campaign unfolds amid the Collection’s sunny open-air settings, through an exciting programme of art, music, food, and retail theatre.
Popping up across the Collection, look out for the yellow Smiley carts and pop-up boutiques where you can shop the Smiley X DO GOOD capsule collection, introduced as two limited-edition drops. 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, while Assouline’s book Smiley: 50 Years of Good News delivers the ultimate dose of good news. 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 Smiley X DO GOOD capsule collection is designed to bring smiles to all the family with products retailing between €/£2 to €/£60. 100% of the proceeds from all sales will be donated directly to The Bicester Collection’s ten DO GOOD charity partners.
In the UK, Bicester Village will be adorned in bright yellow smiles, creating moments of Instagrammable joy. An exclusive Smiley pop-up in the Village will stock a range of Smiley products for guests to purchase, the proceeds of which will be donated to the Village’s DO GOOD charity partners. These partners include Brides do Good, IntoUniversity, Smart Works and World Connect.
A selection of special-edition Smiley food and drink will also be available in the Village, including mango gelato in a black cone topped with a smiley face in collaboration with Vero Latte – the latest addition to the Village’s food and beverage offering. An exclusive Smiley cocktail will be available at La Tua Pasta Terrace, made with Malfy’s Gin con Limone, orange juice, passion fruit purée, lime and orange liqueur. Plus, if you’re grabbing coffee at any of the cafés, you’ll find a Smiley topping your hot drink.
“A universal, unspoken language of kindness, the key to unlocking hearts – a smile is the most powerful thing you’ll own.”
To discover more, visit: thebicestercollection.com
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All imagery courtesy of The Bicester Collection.