DFS Group wins top visuals prize

By Doug Newhouse |

DFS Group’s first ‘Asia Unfolds’ seasonal campaign for T Galleria has won first prize in VMSD Magazine’s 2014 International Visual Competition.


The retailer’s Fall/Winter 2013 campaign looked for inspiration from its travel and Asian heritage with its fairy-tale visual merchandising brought to life through in-store and window display visuals at its 14 participating luxury department stores and two of its airport stores worldwide.


“We are incredibly proud and delighted to be bestowed with this prestigious industry award, said John Gerhardt, Senior Vice President, Branding and Creative, DFS Group.


“Fall/Winter 2013 was our first campaign for our newly renamed downtown brand, T Galleria by DFS, and it is truly encouraging as we look to push the boundaries in luxury travel retail and create a holistic and truly luxurious shopping experience for the travelling customer.”



Conceptualized and crafted by DFS’ Visual Merchandising team, the campaign reached a global audience across 16 DFS store locations around the world, in 13 countries and on three continents and it was featured strongly in TRBusiness when it was first launched.


Store locations where it was featured included Abu Dhabi, Auckland, Bali, Cairns, Guam, Hawaii, Hong Kong, Los Angeles, Macau, Okinawa, Saipan, Singapore and Sydney. The campaign was also extended to global marketing platforms including print, outdoor, digital and social media.


As reported at the time, the majority of the paper used for the campaign was sourced from the remote Shiqiao Village in Guizhou, China, where the traditional art of paper-making traces back to its invention there over 1,200 years ago during the Tang Dynasty.



Origami artisans in Shiqiao Village – see link below.


[For TRBusiness comprehensive report on the launch of this campaign back in September 2013, click here: http://www.trbusiness.com/index.php/regional/international/13788-dfs-new-fallwinter-campaign.html-Ed].


VMSD Magazine covers the art and science of retail design and DFS refers to it as ‘the leading monthly publication dedicated to the retail design sector’.


TOP IMAGE: DFS’ T Galleria at Hong Kong’s Canton Road.

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