Reddi and Vila take DFS consumers on next-stage journey through metaverse

By Luke Barras-hill |

Luxury travel retailer DFS Group has teamed up with metaverse ‘virtual idols’ Reddi and Vila in the latest Lunar New Year campaign [see below video].

In a move timed to coincide with the Year of the Tiger, DFS is welcoming customers to a ‘new era’ of virtual reality with a panoply of exclusive products and activities instore and online.

Reddi and Vila have been invited to be ‘Chief Gifting Officers’ and star in a specially created digital film inspired by Chinese tradition and fashion.

Each wear a stylish Chinese Qipao dress and enjoy a Lunar New Year dinner while sending their wishes to customers around the world.

The dinner includes a spread of luxury products prepared by DFS that represent individual, auspicious Chinese greetings.


From January to March, Reddi and Vila will represent DFS to offer traditional Lunar New Year gift recommendations through Weibo, WeChat, Little Red Book and other trending social media platforms and share ways to unlock gifts in store.

In addition, DFS is launching a red envelope cover on WeChat set against a background of a traditional night market permitting users to engage with Reddi and Vila to convey blessings and surprise family members, friends, colleagues and business partners.

Festive and richly themed Lunar New Year metaverse wallpaper can also be downloaded as part of the activities.

“Innovation is both essential and exciting, and by embracing the metaverse we have unveiled a multitude of new ways to surprise and delight our customers,” commented Long Chiu, Executive Vice President Digital Ventures and Marketing.

“Through this new medium, and by partnering with Reddi and Vila, we are able to create a unique digital platform that offers a fun and convenient way to shop a whole world of luxury products. We look forward to continuing our journey into the virtual-digital era, exploring new trends and evolving our approach to meet our customers’ desires.”

Reddi has millions of fans on social media and ‘has already charmed the metaverse with her elegant style and beauty’, says DFS.

Meanwhile, Vila possesses a Generation Z attitude that appeals to popular trends, the travel retailer continues.

Both have achieved success by combining metaverse technology with appealing marketing concepts to establish themselves as trending influencers by partners with brands in luxury retail and across other industries.


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