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Take the time to smile and DO GOOD this summer with the Smiley x Bicester Village charity pop-up

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. All 11 Villages in The Bicester Collection are committed to the programme which supports: Adream, Brides do Good, charity: water, IntoUniversity, L'Envol, Make-A-Wish®, SeriousFun Children’s Network, Women for Women International and World Connect.

Celebrating its 50th anniversary this year, The Smiley Company has collaborated with some of the world’s most influential artists, musicians, brands, and tastemakers. Since its inception, Smiley’s mission has been to spread good news and the founding mantra of ‘Take the Time to Smile’ feels more relevant than ever. An instantly recognisable graphic icon, spreading smiles and positivity across the globe for half a century.

Popping up across The Bicester Collection’s 11 Villages, guests can look out for the yellow Smiley carts and pop-up boutiques filled with Smiley X DO GOOD limited edition products. The first drop, ‘Summer Smiles’, launches 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 Smiley X DO GOOD capsule collection is designed to bring smiles to all the family, 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.

“After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, share positivity and fill the world with smiles in 2022. We are delighted to work with The Bicester Collection during our 50th anniversary year, aligning the campaign with their DO GOOD charity efforts and generating funds for those in need whilst spreading smiles across the globe.” Nicolas Loufrani, CEO, The Smiley Company.

“With all the uncertainty in the world, it is important to remember that we can unite in times of division, and a smile can unite all people. Smiley is a beacon of happiness, and we’re delighted to collaborate with them in their 50th anniversary year. ‘Take the Time to Smile and DO GOOD’ represents our shared vision and a commitment by The Bicester Collection to cultivate a happier, more conscious world and Unlock Futures® for women and children wherever they’re born.” Chantal Khoueiry, Chief Culture Officer, The Bicester Collection.

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 14 July, Bicester Village will be adorned in bright yellow smiles, creating moments of Instagrammable joy for guests. 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, a charity that aims to end child marriage and unlock brighter futures for women and girls, one wedding dress at a time; IntoUniversity, which provides local learning centres where young, underprivileged people are inspired to achieve; Smart Works, who provide clothing and coaching for unemployed women to give them the confidence they need to reach their full potential; and World Connect: a charity that invests directly in local communities in the Global South to deliver sustainable impact and growth.

Items sold at the Village’s Smiley pop-up will include tote bags featuring the famous smile emoticon, bucket hats, t-shirts, beach towels, water bottles, pool rings and beach balls, with all proceeds going to the DO GOOD charities.

A selection of special-edition Smiley food and drink will also be available in the Village, including mango gelato in a cool 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 our cafés, you’ll find a Smiley topping your hot drink!

Take the Time to Smile and DO GOOD – visit The Bicester Collection from 1 July and join the movement.


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