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    Posted May 27, 2014 by

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    Mallgoers had the rare opportunity meet Simone Legno, founder and creative director of the young and fun global lifestyle brand Tokidoki, during the recent launch of Tokidoki in the City at The Block in SM City North EDSA.


    Tokidoki, which translates as “sometimes” in Japanese, is the vision of Italian artist Simone Legno and his partners that has amassed a cult-like following for its larger-than-life characters since it was launched in 2005.


    Now a sought-after global lifestyle brand, this innovative company is known not only for its eye-popping aesthetic and criminally cute characters but also its collaborations with premium brands like with Karl Lagerfeld, LeSportsac, Onitsuka Tiger, Marvel, New Era, Hello Kitty, Fujitsu, Levi's, Smashbox cosmetics, Xbox, T-mobile, Fornarina, Skullcandy and Medicom Toy.


    During the event, avid Tokidoki collectors brought their most prized collection to be signed and sketched by Legno himself. Among these were fashion stylist Alyana Martinez, award winning racecar driver and art enthusiast Gaby de la Merced, model Phoemela Baranda, Amazing Race Philippines winner CJ Jaravata, Wyn Marquez, actress Lauren Young, Sanya Smith, Street Artist Archie Geotina, MTV VJ Kat Alano; as well as Maxine, Saab and Pia Magalona.


    Legno also graciously treated his fans to a live art painting session where he painted one of his iconic creations on canvas, The Japanese Girl.  SM executives SVP for Operations Steven Tan, AVP for Marketing Ruby Ann Reyes, AVP for Operations Arch. Renee Bacani, and SM City Mall Manager Hershe Angeles welcomed Legno and the guests.

    Tokidoki in the City transforms The Block Atrium into a delightful gallery until June 15 with larger- than- life installations of tokidoki characters - The Cactus Friends, Donutella, Mozzarella, The Unicornos, Monella (Kaiju Child), Papapanda, Maxx The Boxer and Brooklyn. Shoppers may also have their photos taken at the line up of Tokidoki art panels at the exhibit.


    The Collector’s Hall is a must-see with showcases of the brand’s most exclusive and collectible items of the brand like the limited-edition Karl Lagerfeld x, the Mr UK doll, the Onizuka Tiger Sneaker, LeSportssac bags, Bicycle Playing cards, and the tokidoki makeup box.


    Avid collectors may shop for one- of –a- kind tokidoki merchandise at the Pop Up Booth. The Block shoppers may also Meet and Greet iconic Tokidoki character, Adios every Saturday and Sunday of May and June, at 2pm and 5pm at the Atrium. Adios spent 500 years in fire and brimstone before the Devil discovered his good- natured ways and kicked him out of Hell.


    Tokidoki in the City is one of the exciting events at SM City North EDSA.

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