Tommy Hilfiger Digital Showroom

Touchscreen-first tools that make wholesale selling faster, smarter, and more digital

2018 - 2019ReactReduxGraphQLTouchscreen

For PVH Europe (via HATCH), I worked to improve and expand a Digital Selling Ecosystem used in PVH’s in-house showrooms across Europe. The ecosystem blends collection information, sales tools, and brand content into seamless high-end touchscreen interfaces—built to support modern wholesale selling as physical sampling and manual admin are reduced.

Background

PVH Europe hosts retailers in showrooms featuring ultra-high-definition 4K screens and a theatre-style experience, while evolving its wholesale process toward more digital workflows. As part of that shift, sample production at the European HQ was cut by 80%, and the Digital Selling Ecosystem supports a smarter end-to-end selling flow.

Here’s the official video and presskit.

The challenge

Wholesale selling requires speed and clarity under real pressure: quickly exploring a collection, building assortments, and leaving the showroom with a complete overview—without extra paperwork or “after-the-fact” admin. The platform also needed to keep evolving, because showroom needs and sales workflows change season over season. It is a high-paced, high-demanding professional field.

My role and contribution

React/UI developer, helping evolve a showroom-grade application used in real wholesale sales sessions. The work required product-level UI thinking: translating complex sales workflows into clear, touchscreen-first interactions, while keeping the interface consistent across modules and releases.

Collaborating closely with design, product, and engineering stakeholders to deliver features that kept pace with seasonal collections and maintained high quality through continuous iteration.

Tommy Hilfiger Digital Showroom — © PVH / Tommy Hilfiger

What I worked on

Touchscreen-first

UI flows that support real showroom selling sessions: quickly exploring collections, selecting items, and staying oriented as you move through large amounts of content. Because this happens live with customers in the room, the interaction patterns needed to be clear, fast, and forgiving—large touch targets, obvious feedback, and minimal friction to move between steps. The goal was to let sales teams focus on the conversation, while the interface quietly supports speed and confidence.

Modular UI tools

Contributing to multiple tools within the broader platform, delivering features as reusable modules that fit into an evolving ecosystem rather than creating isolated “one-off” screens. This meant thinking in patterns and building blocks: how a module is structured, how it can be reused in other contexts, and how it behaves across different screen configurations. By keeping modules composable and consistent, the platform could evolve season after season without becoming harder to maintain.

Component consistency

Maintain and extend a component library, ensuring new features are aligned with existing patterns and interaction rules—reducing UI drift and keeping the experience cohesive over time. That involved reusing and improving shared components instead of duplicating UI, and being strict about “exceptions” so they didn’t become the new default. The result is a UI that feels like one product, even when multiple tools and teams contribute.

GraphQL Data-driven

UI components are connected to GraphQL-powered data, focusing on reliable rendering, predictable loading states, and a responsive experience even with complex, content-rich flows. In practice, this includes handling partial data, empty states, and error states without breaking the user flow—especially important during high-pressure showroom sessions. I also paid attention to data mapping and UI contracts so components remain stable even as APIs and content evolve.

Predictable state management

Using Redux patterns ensures consistent state management across modules, keeping the app stable and understandable—important in a high-pressure environment where reliability matters. Predictable state makes it easier to add new features without causing side effects, and it helps teams debug issues quickly when something behaves unexpectedly. It also supports a consistent interaction model across tools, so users don’t have to “relearn” the app as they move between modules.

Collaboration & alignment

Working closely with design, product, and engineering to translate sales needs into clear interaction patterns, validate assumptions quickly, and ship improvements that kept pace with seasonal change. This included aligning on behavior, edge cases, and “done” criteria so the UI matched real showroom workflows—not just idealized flows on paper. The outcome is smoother delivery: fewer interpretation gaps, fewer rework cycles, and a product that stays coherent while it evolves.

Tech stack

A combination that fits the project’s needs: scalable UI composition, predictable state management, and a data layer that supports complex, content-rich selling flows.

React
Redux
GraphQL
Custom Component Library
Touchscreen optimised

thdigitalshowroom — © PVH / Tommy Hilfiger

Why this work matters

This project is a strong example of where consistency isn’t “nice to have”—it’s operational. In touchscreen showroom environments, UI clarity and predictable patterns directly influence speed, confidence, and adoption. A component-library approach enables teams to keep evolving the platform while maintaining a cohesive experience.

It shows what “design system thinking” looks like when the UI is operational: speed, clarity, and consistency directly affect outcomes in the room. When the interface is modular and pattern-driven, the platform can keep evolving season after season without accumulating UI debt, and teams can add new tools without rewriting the experience.