US fashion icon Tommy Hilfiger is marking its 30th birthday by opening its largest store yet in China.

As part of his global 30th anniversary tour, American designer Tommy Hilfiger will visit Beijing for a special program including his 30th anniversary runway show – the first time the seasonal launch show has been held outside the US.

Tommy Hilfiger, owned by listed PVH Corp, says Hilfiger will visit Beijing between May 24 and 26 hosting events throughout the city including an exclusive recreation of his Fall 2015 Hilfiger Collection runway show. Debuted at New York Fashion Week in February, the Fall 2015 collection is inspired by American football, fusing stadium spirit and varsity motifs with Hilfiger’s classic American sportswear designs. 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.

At the same time he will open the largest Tommy Hilfiger store in China yet, located in Beijing’s In88 shopping center. For the first time in the country, the new two-story location will showcase Hilfiger Collection, the pinnacle of the Tommy Hilfiger brand’s design offerings. The premium women’s collection blends the brand’s American heritage with contemporary influences and luxurious textiles and features designs that premiere on the runway during New York Fashion Week.

“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,” said Hilfiger.

“It’s the perfect platform to share our signature style and brand values across men’s and women’s fashion with a new audience in China, and a great way to celebrate the opening of our largest store in the country.”

CEO Daniel Grieder said since the brand entered China it has been an important region for the expansion of the global business.

“Today, with our solid foundation of over 100 stores across the country, we are able to embark on a number of exciting strategies focused on unlocking the growth potential, sharing our all-American heritage, and expanding our brand presence and business.”

The new Beijing store spans over 500sqm and reflects the brand’s “classic American cool DNA”. The first floor showcases women’s sportswear, Hilfiger Collection and accessories including Italian-made footwear and bags, while the second floor features the Tommy Hilfiger Tailored and men’s sportswear collections.

Bespoke décor reflects the brand’s all-American heritage and is inspired by a blend of tradition and modernity, from over-dyed patchwork rugs, vintage furniture and antiques to digital screens and custom-designed lighting fixtures. The store’s visually striking façade stretches over 30 meters along two sides of the mall, while large windows host high-resolution digital screens that display the latest Tommy Hilfiger advertising campaign videos and imagery, creating an engaging and immersive brand experience.

Hilfiger’s 30th anniversary China tour will be complemented by an extensive digital program designed to engage the Chinese consumer and shared globally via Tommy Hilfiger’s social media channels, including Weibo and Wechat. Friends and followers of the Tommy Hilfiger brand are invited to join the conversation using #TommyChina.

There are more than 1400 Tommy Hilfiger stores in over 90 countries worldwide including global flagships in seven locations: Fifth Avenue, New York, the Champs-Élysées, Paris,  Brompton Rd, London, Omotesando, Tokyo, Regent St, London, Robertson Boulevard, Los Angeles and Schadowstraße, Düsseldorf.

Anchor stores are located in Amsterdam, Beijing, Berlin, Bogotá, Buenos Aires, Cannes, Cologne, Dublin, Florence, Frankfurt, Hamburg, Helsinki, Hong Kong, Istanbul, London, Luxembourg, Madrid, Mexico City, Miami, Milan, Montréal, Moscow, Mumbai, Munich, New York, Osaka, Panama City, Santiago, São Paulo, Seoul, Shanghai, Singapore, Sydney, Vancouver, Vienna, and Zurich.

PVH Corp., one of the world’s largest apparel companies, owns and markets Calvin Klein and Tommy Hilfiger brands worldwide. It is the world’s largest shirt and neckwear company and markets a variety of goods under its own brands, Van Heusen, Calvin Klein, Tommy Hilfiger, Izod, Arrow, Warner’s and Olga, and its licensed brands, including Speedo, Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, Michael Michael Kors, Sean John, Chaps, Donald J. Trump Signature Collection and Ike Behar.