MACAU, CHINA. “Reimagining how space and fashion come together for the younger travelling consumer.” That’s how DFS Group describes its new multi-brand concept store, World Design Space, which opened at T Galleria by DFS, Macau, City of Dreams last Friday, 15 June.
DFS said that World Design Space represents a “new era”. The store is designed to attract customers who desire a wider choice of multi-branded street and urban fashion wear and accessories in a “dynamic and exciting environment”, the retailer noted.
The offer includes ready-to-wear, designer bags, footwear, children’s clothing, and toys plus what DFS described as unique jewellery and accessory pieces.
World Design Space at T Galleria by DFS, Macau, City of Dreams puts technological innovation at the heart of the concept. It features over 50 visual and audible screens intended to transform the travelling customer’s journey through creativity and inspiration, the company said.
“The assortment at World Design Space includes over 35 new and emerging adult and children’s fashion brands from international design houses from Sweden, France and the UK, many exclusive to DFS and in the region”, said DFS Vice President of Global Fashion Merchandising and Trends Nelson Mui.
“We curated the assortment from the world’s top showrooms to delight our customers while drawing a new generation seeking a youthful and fresh experience.”
To celebrate the opening, renowned Taiwanese DJ, producer and rap artist Dizzy Dizzo made a special appearance at World Design Space. She held a music production masterclass for guests and VIP customers, integrating technology with music, fun and fashion.
World Design Space is located at the Estrada do Istmo entrance of the T Galleria, connecting DFS’ Beauty boutiques and the Fashion Arc. It adds further lustre to a luxury environment which already features a women’s shoe salon, a dedicated men’s zone, a Timepieces & Whiskies lounge, and the largest Beauty hall in Southern China.
DFS noted, “World Design Space introduces some of the hottest emerging international brands, including 26 that are exclusive to T Galleria by DFS, Macau, City of Dreams: Anouki, Bijoux de Famille, Complet, Essentiel Antwerp, Habit Cactus, Les Jeunes Etoiles, Les Petits Joueurs, Lianna, Little Juggernauts, Michaela Buerger, Nailmatic, Oh! Yazbukey, Ruifier, Eleven Paris, Etre Cecile, GEYM, Mostly Heard Rarely Seen, Mr Monkies, Larose, Dad’s Cap, The Very Warm, The White Brand, Twenty Montreal, Christopher Raeburn and The Art of Scribble.”
Moodie Davitt Comment: The roll-call of brands directly above, hardly familiar names in travel retail, says everything about this story. How do travel retailers remain relevant to a younger consumer base with different brand and shopping aspirations and perhaps fundamental values from previous generations? DFS is making a bold attempt to provide some of the answers here in an edgy, unformulaic environment featuring over 35 new and emerging adult and children’s fashion brands.
It’s an important story reflecting a key challenge to, and response from, the travel retail sector to a pivotal consumer dynamic. The success of the concept will be watched closely, not just by DFS but by the wider travel retail community.
