DFS’ new Spring/Summer 2015 T Galleria campaign

By Doug Newhouse |

T Galleria by DFS has launched its Spring/Summer 2015 campaign today, featuring French music producer Caroline de Maigret, Taiwanese actor Godfrey Gao and Chinese artist Zhou Yi.

The new campaign seeks to explore the adventures and journeys all three high profile individuals in what DFS describes as ‘a first for an international luxury brand’, as it seeks to integrate the personal travel photographs of all three individuals into its advertising and visual merchandising in-store.

DFS Group has decided to utilise a three-part video campaign programme, featuring the travels short story lines from each individual, as John Gerhardt, SVP, Creative and Branding Direction, DFS Group explained: “Both travel and luxury are very personal. Instagram and how this amazing channel allows us to share private experiences inspired us.

“Our three travellers generously contributed to the campaign with their own vacation photographs. In turn, the campaign has a sense of authenticity and personalization.”

 

French music producer Caroline de Maigret.

MULTIPLE CAMPAIGN TOUCH POINTS
From today DFS is inviting its customers to explore the in-store campaign through social-inspired displays, lenticular surfaces, video projections, multimedia walls, pop-up photo booths and aerial installations — ‘all designed by the retailer’s award-winning visual merchandising team’

It adds that customers and visitors can also engage with ‘immersive digital experiences’ consisting of audio clips from each individual, plus video content, and travel guides. Customers and followers are also being invited to share travel photos using #MyTJourney on Facebook, Instagram, Weibo and WeChat.

Readers of TRBusiness can see all three separate short video clips at the respective links shown below.

Taiwanese actor Godfrey Gao.

TAKING IN TRAVEL EXPERIENCES
The first episode released today, follows music producer and fashion muse Caroline de Maigret in Chopard, who opens her travel journal with personal images from the deep blue waters of Spain’s Cadaqués to her recent trip across Asia, while describing how each journey inspired her work. [Click here: https://www.youtube.com/watch?v=CVLzJJPqcX0&feature=youtu.be]

Alternatively, or additionally, the second clip launches on April 1 and features Taiwanese actor and model Godfrey Gao wearing Emporio Armani who talks about how travel influences his experiences in the world.

His photographs show off the coral reefs of Bora Bora and the canals of Venice in Italy. [Click here: https://www.youtube.com/watch?v=W79tyyHV9nQ&feature=youtu.be]

Chinese artist Zhou Yi in Giorgio Armani.

MORE WHIMSICAL ILLUSTRATIONS
Last, but not least, the final episode launches on May 1 starring celebrated Chinese artist Zhou Yi in Giorgio Armani Beauty. This features her thoughts on how her latest creations in Hong Kong and Singapore’s bright city lights inspire her. [Click here: https://www.youtube.com/watch?v=TJA3r_flrws&feature=youtu.be]

To complement the campaign, T Galleria by DFS commissioned celebrated French fashion illustrator Cassandre Montoriol. She has worked previously with DFS in 2014 and has most recently added to this season’s campaign with more whimsical illustrations.

DFS adds, impressively, that these have previously reached some 12m travellers on social media across Asia.

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