DFS takes shoppers on Passage to Paradise with global campaign

INTERNATIONAL. DFS Group has transformed its Gallerias around the world into kaleidoscopic oases of colour under the theme of its new Spring/Summer 2013 global campaign, Passage to Paradise.

The group has made over all its storefront windows and in-store displays, inviting customers on “an exotic journey into a world of distinctive luxuries”.

“The DFS brand has long been known for curating extraordinary luxury products and experiences at beautiful destinations around the world,” said DFS Group President, Consumer Marketing and Branding Sibylle Scherer. “This season, we are proud to emphasise that heritage by introducing a little more adventure and whimsy to our retail approach as we focus attention on the journey our customers travel through our stores.”

“˜Passage to Paradise’ campaign photographs are being featured within the design and décor of DFS Gallerias worldwide
International fashion photographer Craig McDean and world-renowned fashion director Tabitha Simmons partnered with DFS Group to transform artist Daryl Feril’s vision into a dramatic series of photographs that represent the campaign

DFS commissioned a rising Philippine-based artist, Daryl Feril, to envision the new concept. Chosen for his portfolio’s integration of flowing illustrations, watercolours and digital technique, Feril’s latest creations are now on full display at 14 Gallerias worldwide. Marrying art with visual merchandising, the resulting landscape is said to evoke images of rare chinoiserie, majestic elephants, mythical journeys and antique steamer trunks.

The in-store displays are complemented by a series of photos and videos developed by DFS in partnership with leading international fashion photographer Craig McDean and renowned fashion director and stylist Tabitha Simmons.

“The new storefront visuals and advertisements are not only stunning; they really demonstrate the level of creative energy we are dedicating to customer engagement today,” continued Scherer.

The campaign will be extended in late spring when the Group launches a series of promotional activities and events in each of its local markets.

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