DFS shows off new 2014 campaign

By Doug Newhouse |

DFS Group (DFS), has launched its new T Galleria by DFS campaign for the Fall/Winter 2014 season featuring individual T Galleria destinations.


The first episode features its Hong Kong T Galleria retail operation and will be followed over the next three months by further episodes focusing on the downtown T Galleria retail outlets in Sydney, Hawaii, Guam, Singapore and Okinawa.


DFS is continuing with its award-winning paper theme of the past seasons as the Fall/Winter 2014 campaign takes inspiration from a travel journal. As these pages turn, hand drawn maps, painted characters, street scenes and photographs come to life in an effort to express the wonders of travel.


With regard to Hong Kong specifically, the journey is reflected in a bottle of perfume travelling through neon-lit streets and skyscrapers and finally ending with an ascent by tram to the famous Peak and a breath-taking view of Victoria Harbour.


DFS said that 14 T Galleria by DFS stores have now been transformed to showcase each destination and the season’s newest arrivals. Shop windows are now showing graphic screens projecting travel-inspired quotes such as ‘A journey of a thousand miles begins with a single step’ as well as projections of vintage 8mm videos.






Inside stores, vitrines contain actual travel journals embellished by drawings, colourful illustrations, photographs and written messages of the local sights and culture of the store’s location.


“We aim to put romance back in to travel this season,” said John Gerhardt, Senior Vice President, Branding and Creative, DFS Group. “The journal is steeped in nostalgia as well as being the highest form of personalisation within your travel experience. Our journals chronicle the uniqueness of our incredibly rich locations as well as the adventures of our models.


“We really got to know our models this season and their interests are reflected and captured within these journals,”


The campaign is fronted by the world’s first international Chinese supermodel, Du Juan and by New York-based fashion model RJ Rogenski. The six episodes, directed by Mikon van Gastel, employ collage-like cut-outs and inspiring colourful illustrations by French illustrator Cassandre Montoriol, whose work has appeared in lifestyle titles such as Vanity Fair, Marie Claire and The New Yorker.





The Fall/Winter 2014 visual merchandising campaign can be found at all of the T Galleria locations in Hawaii; Hong Kong Causeway Bay; Hong Kong, Canton Road; Hong Kong, Tsim Sha Tsui East; Shoppes at Four Seasons Macau; Macau, City of Dreams; Singapore; Okinawa; Auckland; Bali; Guam; Saipan; Sydney; and Cairns.


Watch the first episode of the campaign here: http://www.dfs.com/en/tgalleria-hong-kong/women/t-galleria-fw-14-campaign?icid=fw14-gif-sc-HPS1

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