Franklin Loufrani: House of Smiley Arrives in the United States at Coachella

Smiley is an iconic logo of hope and positivity created by French journalist Franklin Loufrani. In 2024, the brand embarked on an exciting adventure with the launch of House of Smiley in the United States.

House of Smiley is a fun and exciting project that centers around spreading joy, creativity, and sustainability by hosting amazing events worldwide. Making its debut at Coachella, the renowned music and arts festival staged at the Empire Polo Club in Indio, California, the House of Smiley proved to be a big hit, with its vibrant lineup of partners and influencers turning the House of Smiley into a hub of positivity and creativity.

At the event, festivalgoers enjoyed everything from beauty makeovers and relaxing yoga sessions to high-energy dance parties, all against the iconic backdrop of Coachella. 

The Smiley lifestyle and fashion brands shone brightly on social media, capturing the imagination of audiences through immersive experiences. From start to finish, the House of Smiley launch was an unforgettable event that left a lasting impression.

Behind Story: The Smiling Logo

Smiley Face owner and creator Franklin Loufrani developed the concept of Smiley decades before as a logo of promise and possibility. While working for France Soir in the 1970s, he was tasked with creating a ‘feel-good’ campaign. The aim was simple: to counter negative headlines circulating in France at the time reporting civil and political unrest. 

Franklin Loufrani came up with Smiley. This logo is optimistic and positive, with this simple yellow smiling face logo countering gloomy visions of a dystopian future – not just within France, but within many Western nations towards the end of the Vietnam War when the global mood was bleak and somber.

Franklin Loufrani’s ‘Take the Time to Smile’ campaign quickly gained traction, fulfilling a need for more positivity among readers. The campaign spread across Europe via Germany, the Netherlands, and Spain, infusing positivity into the pages of Blick, De Telegraph, and Va Vanguardia, respectively.

The Journey of The Smiling Logo

Shrewdly, Franklin Loufrani trademarked his smiling face logo in 1971. In the ensuing years, the Smiley Company went from strength to strength, establishing itself as a leading lifestyle and licensing brand with a defiantly positive outlook.

Today, the internet is overflowing with graphics evocative of Franklin Loufrani’s original Smiley, and Smiley’s purpose has evolved beyond its original association with hope, optimism, and sharing good news.

Franklin Loufrani launched the world’s first Smiley plush toy in 1989. He also had the foresight to buy back other trademarks registered by third parties using the Smiley name in totally different contexts. In 1997, Franklin Loufrani’s son, Nicolas Loufrani, joined the Smiley Company. He is credited with developing a new universal mode of communication by creating versions of Smiley with different facial expressions.

As one of the world’s leading collaboration licensing brands, Smiley has continued influencing modern culture. The Smiley Company has collaborated on numerous high-profile activities spanning the homeware, fashion, art, beauty, and food and beverage industries.

Cherishing hope and optimism, the Smiley Movement was created with the ethos that even small actions can achieve a big impact, creating a ripple effect and leading to meaningful change. The Smiley Movement’s mission is to leverage creativity for the greater good, spotlighting people and organizations that drive positive change to inspire others to do likewise.

In addition to attending the Coachella festival, the Smiley Company has joined forces with numerous fashion and lifestyle brands over the years, including the likes of Armani, Karl Lagerfeld, and Tommy Hilfiger. Many major global brands, including Samsung and Mondelez, have also adopted the Smiley logo.