DFS launches T Galleria campaign

By Doug Newhouse |

DFS Group has launched its Fall/Winter 2014 campaign for its T Galleria luxury store chain featuring Chinese supermodel Du Juan.


The campaign uses a travel journal platform, featuring visuals, writing, illustration, photography, animation, and video to highlight the T Galleria travel destinations.


The retailer said: “To capture the spirit of adventure and travel, the campaign continues with the paper theme of the past few seasons, which have featured intricate origami constructions, and another nostalgic and travel-related paper medium, the postcard.


“The T Galleria by DFS Fall/Winter 2014 campaign will be rolled out as a six-part video series, with the first episode set to debut on www.tgalleria.com and social media channels on August 1st and the last October 20th.”




DFS says Chinese supermodel Du Juan and New York-based model RJ Rogenski both feature in the videos which take the viewer on a series of animated and adventures at DFS destinations, including Hong Kong, Singapore, Hawaii, Guam, Sydney and Okinawa.


The video series has been directed by Mikon van Gastel and employs collage-like cut-outs and colourful illustrations by French illustrator Cassandre Montoriol. The videos will be adapted according to their location.


DFS added: “The travel journal will be the inspiration behind the transformation of 14 T Galleria stores around the world using integrated visual merchandising comprising of storefront window displays, rich motion-graphic videos and other in-store elements.”


The video premiere dates are as follows: August 4th: Hong Kong; August 18th: Singapore; September 1st: Okinawa; September 22nd: Guam; October 6th: Sydney; and October 20th: Hawaii.

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