July 15, 2014, Hong Kong – DFS Group (DFS), the world’s leading luxury travel retailer, brings to life one of the many ways we record travel memories in its Fall/Winter 2014 campaign for T Galleria by DFS. Told through the pages of the travel journal, the campaign visuals use a combination of art forms – writing, illustration, photography, animation, and video – to feature a nostalgic and playful travel montage of iconic travel destinations. To capture the spirit of adventure and travel, the campaign continues with the paper theme of the past few seasons, which have featured intricate origami constructions, and another nostalgic and travel-related paper medium, the postcard.
The T Galleria by DFS Fall/Winter 2014 campaign will be rolled out as a six-part video series, with the first episode set to debut on www.tgalleria.com and social media channels on August 1st and the last October 20th.
The campaign features Du Juan, the world’s first international Chinese supermodel and the only Asian model to have appeared on the cover of Vogue Paris. Also featured is New York-based model RJ Rogenski. Through the campaign videos, the audience is transported on a series of animated and delightful adventures in iconic DFS destinations, including Hong Kong, Singapore, Hawaii, Guam, Sydney and Okinawa. The video series directed by Mikon van Gastel employs collage-like cut-outs and inspiring 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 videos will be adapted according to their location and they will be rolled out
The travel journal will be the inspiration behind the transformation of 14 T Galleria stores around the world using integrated visual merchandising comprising of storefront window displays, rich motion-graphic videos and other in-store elements.
Video Premiere Dates:
August 4th: Hong Kong video
August 18th: Singapore video
September 1st: Okinawa video
September 22nd: Guam video
October 6th: Sydney video
October 20th: Hawaii video
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About DFS Group
DFS Group is the world’s leading luxury travel retailer. Established in Hong Kong in 1960, DFS Group continues to be a pioneer in global luxury travel retail, offering its travelling customers a carefully curated selection of exceptional products from over 700 of the most desired brands through 420 locations on three continents. Its network consists of duty free stores located in 18 major global airports, 14 downtown Galleria stores, as well as affiliate and resort locations. The Group is privately held and majority owned by the world’s largest luxury conglomerate Moët Hennessy Louis Vuitton (LVMH), alongside DFS co-founder and shareholder Robert Miller. DFS Group employs over 9,000 people focused on creating inspiring retail experiences for its customers. In 2012, over 200 million travellers visited DFS stores. DFS is headquartered in Hong Kong and has offices in Hawaii, Los Angeles, Shanghai, Singapore and Tokyo.
For more information, please visit www.dfsgroup.com
About T Galleria by DFS
T Galleria by DFS, formerly known as DFS Galleria, is the ultimate evolution of the original travel retail concept pioneered by DFS Group. The first downtown store opened in 1968 in Hong Kong, followed shortly thereafter by Honolulu and eventually expanding to fourteen locations all over the world. Today, DFS’ T Galleria has a presence in the United States, as well as across Asia, Australasia and the South Pacific regions. Linked to the notion of travel through the use of T for the Traveler, the brand stands for what customers have come to expect: an expertly curated assortment of the world’s preferred luxury brands, exceptional retail environments, highly personalized services and unique experiences tailored to their specific needs as travelers. T Galleria enables travelers to realize their individual style, one journey at a time.
For more information, visit www.tgalleria.com.
Appendix 1: Campaign Credits
Agency: AR New York
Director: Mikon van Gastel
Illustrator: Cassandre Montoriol
Models: Du Juan and RJ Rogenski
Stylist: Anne Christensen
Makeup: Fulvia Farolfi
Composer: Jeremiah Bornfield