Klépierre partners with Smiley Future Positive initiative
Klépierre, a European leader in shopping centers, has partnered with the Smiley® Future Positive initiative, as part of an exclusive tour combining trend and sustainability. Deployed in five French shopping centers, the tour seeks to inspire visitors to adopt more environmentally friendly consumption habits. This collaboration creates a synergy between Smiley’s iconic optimism and Klépierre’s concrete commitment to more sustainable commerce.
A SHARED VISION FOR MORE RESPONSIBLE RETAIL
Fifty years after its invention by a French journalist, the iconic yellow smiley face, a symbol of good humor, continues to inspire and leverage its iconic status to engage its fans. Since 2021, The Smiley Company has been working on Future Positive® with the aim of creating sustainable products, using mindful production practices and responsibly sourced materials. The result is a range of products that have been created with partners that fall in line with United Nations Sustainable Development Goal 12 (responsible production and consumption).
This commitment resonates with Klépierre’s ambitions, which, through its Act4Good™ CSR strategy, is committed to building the most sustainable platform for retail by 2030. Klépierre follows a clear roadmap, which includes the promotion of sustainable lifestyles. This approach is directly in line with initiatives like Smiley’s Future Positive® campaign. Having established successful collaborations, such as working with Celio to eliminate plastic from its packaging and reduce energy consumption by 40%, Smiley & Future Positive are teaming up with Klépierre shopping centers for 2025 in a meaningful partnership to further promote sustainability among the general public in an educational manner.
AN OPTIMISTIC ACTIVATION FOR A POSITIVE FUTURE
From February to July 2025, sustainable fashion activation will make stops at five Klépierre shopping centers in France: Val d’Europe (77), Arcades (93), Créteil Soleil (94), Rives d’Arcins (33), and Ecully Grand Ouest (69).
Visitors will enjoy an experience where style and commitment meet around responsible fashion through an engaging journey:
- An exhibition on responsible fashion: highlighting key topics such as eco-design, product longevity, second-hand fashion, human rights, and Future Positive® commitments.
- Two dedicated spaces:
- A Smiley® space, where visitors can discover an selection of Future Positive products, reflecting the brand’s values.
- Celio space, A partner of Smiley’s, showcasing the brand’s initiatives through a collection of sustainable clothing designed for a more environmentally respectful future.
- DIY workshops: for a more enriching experience, visitors will be invited to participate in sustainable practices such as embroidery, clothing repair, sneaker customization, upcycling, and tote-bag creation in collaboration with local associations.
- A photo booth will be set up to capture participants’ involvement in this unique event.
TOUR SCHEDULE
- Val d’Europe (77): February 15 to 21, 2025
- Arcades (93): February 24 to March 1, 2025
- Créteil Soleil (94): April 14 to 20, 2025
- Rives d’Arcins (33): April 23 to 30, 2025 (Pause on Sunday)
- Ecully Grand Ouest (69): July 7 to 12, 2025
“We are delighted to partner with SMILEY® as part of their Future Positive® initiative, which embodies our Act4Good® CSR policy and fully reflects our vision of Klépierre’s shopping centers of tomorrow: inclusive, engaged and sustainable places to live. This exclusive scheme offers shopping center visitors the opportunity to discover sustainable products and services dedicated to recycling, repairing and extending the life of objects. By encouraging dialogue and raising awareness, this event reflects our commitment to guiding every visitor towards positive change and more responsible consumption patterns”, comments Salma Kharchafi, Marketing Director for France and Belgium at Klépierre.
Nicolas Loufrani, CEO of The Smiley Company, said, “By creating the Future Positive initiative we wanted to create products that showcase our commitment to a more sustainable future. As part of Future Positive, we are always proactive in trying to explain how we can be better through responsible fashion and more sustainable products. In this case we’re delighted to partner with Klépierre to help showcase this important message to visitors.”.
