SINGAPORE. DFS Galleria Singapore is taking consumers on a “˜Passage to Paradise’ by showcasing the artworks of young local talent from Lasalle College of the Arts and Orchid Park Secondary School.
DFS Venture Singapore Managing Director Craig McKenna said: “There is a lot of young talent in Singapore and we want to encourage their creativity in whatever way we can.”
The initiative is an integral part of its latest activities to introduce local elements to its Scottswalk downtown store and is linked to a global campaign by DFS.
For Spring/Summer 2013, DFS Gallerias around the world will be transformed into a “kaleidoscopic paradise of colour and exoticism” under the Passage to Paradise theme.
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Shoppers can take the Passage to Paradise with DFS at its Scottswalk store in Singapore |
Patrons are being treated to a multi-dimension shopping experience that “goes beyond product offerings and good service, but also offers a glimpse of Singapore’s heritage”, DFS said.
“Storefront windows and in-store displays will showcase the visual landscape of a luxurious journey to an exotic paradise, evoking images of rare chinoiserie, majestic elephants, mythical landscapes and antique steamer trunks,” DFS said.
“This idea of a glamourous travel adventure promises the unexpected, and welcomes the DFS customer to a world of distinctive luxuries, curated brands and personalised services.”
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Storefront windows and in-store displays in the Scottswalk downtown store were designed to reflect “a luxurious journey to an exotic paradise” |
Passage to Paradise served as an inspiration for students from Lasalle College of the Arts, who designed kaftans that are being displayed on the fourth floor of the DFS store from January to March 2013. The public will vote for three winners out of the eight shortlisted designs, and all voters will get a chance to win the kaftan of their choice.
Results will be announced on 1 April and three designers will stand to win cash and prizes in denominations of S$1000 (1st prize), S$500 (2nd prize) and S$300 (3rd prize).
To further incorporate elements of local culture and heritage to the store, eight students from Orchid Park Secondary School are displaying their batik art at DFS from this month.
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The batik art showcase by students from Orchid Park Secondary School |
The traditional batik, which is a resist-dyeing technique used to decorate finished fabrics, dates back to the 12th century and is now a strong source of identity for Indonesians, Malaysians and Singaporeans. This traditional textile will be showcased on the second floor as a complement to the Passage to Paradise theme running throughout the store.
DFS Galleria Singapore’s collaboration with local students is a continuing effort by the store to engage with the local community. DFS previously hosted WorldSkills Singapore participants from the Institute of Technical Education (ITE) and Polytechnics in June 2012, when students were given the opportunity to learn from visual merchandising industry expert David Spaeth of New York-based Spaeth Design.
Zoe Lim, winner of WorldSkills Singapore competition, is now on a two-week project working with DFS on the new store theme.
McKenna said: “Our visual merchandising displays are something that we take great pride in, and we are happy to welcome the designs of these young art students in our store. DFS is a place for everyone, no matter if you’re a local or foreigner, and we welcome all to take in the spectacular displays at DFS.”
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Kaftans designed by students from Lasalle College of the Arts are being displayed on the fourth floor of the DFS store from January to March 2013 |
