Swedish watch company Daniel Wellington (DW) opened a pop-up concept in partnership with DFS Group at its Hawaii Waikiki T Galleria outlet.

The pop-up, which featured a free exclusive monogram embossing service on customers’ favourite Daniel Wellington leather style was introduced on 8 May. It was operational until 8 August.

The embossing service, which is normally only available in flagship DW stores, will tour various travel retail destinations in 2018/2019 as part of the brand’s pop-up tour concept. Only one DF&TR location will offer this ‘exclusive’ DW experience at any given time.

TRUNK LAYOUT CONCEPT

For the Waikiki pop-up, DW showcased its premium trunk layout concept. The brand said: “Taking the theme of travel and journey, luggage was exclusively designed as part of the pop-up furniture to deliver a unique travel shopping experience to our customers in a more casual yet authentic DW environment.”

A special event took place to celebrate the pop-up where Japanese influencers were invited to introduce the embossing service and various travel retail exclusives. These included the Classic Cambridge NATO, available in a combo set (36mm and 40mm design) and a special set featuring the Classic Sheffield and a Daniel Wellington Keyring.

Using the hashtag #DWxDFS, influencers shared pictures and ran a lives stream so DW social network followers could be part of the experience.

“We were really happy to see that our event engaged more than 200 000 followers on key social media all around the world!”, said the company.

Earlier this year, DW presented its entire range in a pop-up at Hamburg International Airport. This was its first shop in a German airport.