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INTERNATIONAL. DFS Group has launched its Spring/Summer 2015 campaign using the journeys of three travellers and social media influencers – French music producer Caroline de Maigret, Taiwanese actor Godfrey Gao and Chinese artist Zhou Yi – as inspiration.
For the first time, the campaign integrates personal travel photographs into advertising and visual merchandising in-store.
Launching today, 2 March, T Galleria by DFS will debut a three-part video campaign series exploring the travels and tales of each influencer. DFS Group Senior Vice President, Creative and Branding Direction John Gerhardt said: “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 personalisation.”
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The campaign features personal photographs and stories from the travels of French music producer Caroline de Maigret (above), Taiwanese actor Godfrey Gao (below) and Chinese artist Zhou Yi (bottom) |
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The campaign in-store features social-inspired displays, lenticular surfaces, video projections, multimedia walls, pop-up photo booths and aerial installations designed by the retailer’s visual merchandising team. Visitors to TGalleria.com can view audio clips from each influencer, video content, and travel guides. Customers and followers can share travel photos using #MyTJourney on Facebook, Instagram, Weibo and WeChat.
The first episode (below), debuting on 2 March, follows music producer and fashion specialist Caroline in Chopard, who opens her travel journal sharing personal images from Spain’s Cadaqués to her recent trip across Asia, as well as how each journey has inspired her work.
The second episode (below) launches on 1 April and features actor and model Godfrey sharing how travel feeds his appetite to experience the world, with photographs from the coral reefs of Bora Bora to the canals of Venice, Italy.
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Store windows at T Galleria by DFS show off the new campaign |
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The final episode (bottom of page) launches on 1 May starring celebrated Chinese artist Zhou Yi, who shows her latest works from Hong Kong to Singapore.
To complement the campaign, T Galleria by DFS commissioned French fashion illustrator Cassandre Montoriol. Since partnering with the retailer in 2014, Montoriol has added to the season through her whimsical illustrations, noted DFS, which have reached 12 million travellers on social media across Asia.
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Whimsical characters by fashion illustrator Cassandre Montoriol feature in-store |
