Tommy Hilfiger is opening its largest Chinese store yet in Beijing this month. The two-story retail space at the In88 shopping centre spans over 500 square meters and reflects the brand’s “classic American cool” identity.

It showcases women’s sportswear, the Hilfiger Collection and accessories, as well as the Tommy Hilfiger Tailored and men’s sportswear collections.

A visually striking façade stretches over 30 meters along two sides of the mall with large windows hosting high-resolution digital screens displaying the brand’s latest advertising campaign videos and imagery.

Inside, bespoke décor reflects the brand’s all-American heritage, featuring over-dyed patchwork rugs, vintage furniture and antiques alongside digital screens and custom-designed lighting fixtures.

The new store will mark the first time the Hilfiger Collection, which comprises the womenswear designs that debut during New York Fashion Week, has been shown in China.

The opening of the new store coincides with the brand’s 30th anniversary, which will be celebrated by Mr. Hilfiger himself over the course of a series of special events from May 24-26.

These include an exclusive recreation of his Fall 2015 Hilfiger Collection runway show, which debuted at New York Fashion Week in February.

The complete show experience will be transported to Beijing for the runway event, which will include looks from the men’s and women’s collections and take place against the celebrated backdrop of Hilfiger’s football stadium set.

“For the first time, we’ll transport our entire New York runway show to a new setting abroad,” said Tommy Hilfiger. “I’m excited to bring the spirit of an authentic American football game to China and share the unique experience as part of our 30th anniversary celebrations.”