INTERNATIONAL. DFS Group has unveiled its T Galleria by DFS campaign for the Fall/Winter 2014 season today with the premiere of the first of six episodes.
Each episode is set in an iconic T Galleria destination, and will debut to press, social media and www.tgalleria.com. The first episode features Hong Kong, and will travel over the next three months to Sydney, Hawaii, Guam, Singapore and Okinawa.
| //www.youtube.com/embed/xPATbq16Kzc |
Click to view the first episode of the FW2014 campaign set in Hong Kong |
Continuing with the paper theme of the past seasons – from origami to postcards – the Fall/Winter 2014 campaign takes inspiration from and reinterprets the nostalgic travel journal. As the pages turn, hand drawn maps, painted characters, street scenes and photographs are brought to life and animated to express the wonders of travel. In Hong Kong, the journey is reflected in a bottle of perfume, travels through neon-lit streets and skyscrapers, and finally ends with an ascent by tram to the Peak and a breath-taking view of Victoria Harbour.
Coinciding with the campaign, 14 T Galleria by DFS stores have been transformed to showcase each destination and the season’s newest arrivals. To bring the pages of the travel journal to life in-store, windows exhibit rich motion graphic screens projecting travel-inspired quotes such as “A journey of a thousand miles begins with a single step” as well as projections of vintage 8mm videos. Inside the store, vitrines contain actual travel journals embellished by drawings, colourful illustrations, photographs and written messages of the local sights and culture of the store’s location.
CLICK THROUGH THE GALLERY BELOW TO VIEW ALL SIX DESTINATIONS OF THE CAMPAIGN
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“We aim to put romance back in to travel this season. The journal is steeped in nostalgia as well as being the highest form of personalisation within your travel experience. Our journals chronicle the uniqueness of our incredibly rich locations as well as the adventures of our models. We really got to know our models this season and their interests are reflected and captured within these journals,” said DFS Group Senior Vice President, Branding and Creative John Gerhardt.
The campaign is fronted by the world’s first international Chinese supermodel, Du Juan and by New York-based fashion model RJ Rogenski. The six episodes, directed by Mikon van Gastel, employ collage-like cut-outs and colourful illustrations by French illustrator Cassandre Montoriol, whose bright and whimsical work has appeared in lifestyle titles such as Vanity Fair, Marie Claire and The New Yorker.
The Fall/Winter 2014 visual merchandising campaign can be found at T Galleria Hawaii; T Galleria Hong Kong, Causeway Bay; T Galleria Hong Kong, Canton Road; T Galleria Hong Kong, Tsim Sha Tsui East; T Galleria Macau, Shoppes at Four Seasons; T Galleria Macau, City of Dreams; T Galleria Singapore; T Galleria Okinawa; DFS Galleria Auckland; DFS Galleria Bali; DFS Galleria Guam; DFS Galleria Saipan; DFS Galleria Sydney; and DFS Galleria Cairns.
The next five episodes will roll out at www.tgalleria.com based on the schedule below:
• 18 August: Singapore video
• 1 September: Okinawa video
• 22 September: Guam video
• 6 October: Sydney video
• 20 October: Hawaii video
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The Fall/Winter 2014 visual merchandising campaign at T Galleria Hong Kong, Canton Road |
