Travel retail highlights
The excitement of discovery
DFS has kicked off the festive season with the launch of its annual gifting campaign during a spectacular event at T Galleria by DFS, Okinawa.
This year’s theme is ‘Give Joy’, and the leading luxury retailer hopes to do just that with its new ‘Personalization Gift Shop’ concept. The first of these was introduced in Japan. In it, a curated luxury gift range can be personalised, while the concept also features dedicated brand pop-ups, branded personalisation stations and personalisation services.
At the opening event, Japanese celebrity Sumire joined DFS Group Managing Director Japan and Korea Nicolas Villeger and Jo Malone London Regional Brand Director Garlie Ip in switching on the spectacular lights on a towering Jo Malone London Christmas tree. The lighting ceremony was followed by a performance from a local gospel choir.
The more than 300 guests in attendance, including VIP customers, international media and key opinion leaders, also enjoyed gifting-themed entertainment including a life-size advent calendar with holiday gifts, a special visit from Santa Claus, and a “candygram” corner for guests to pick and mix treats.
“Thanks to our unique approach to gifting, and our understanding of what our customers are seeking, we have created a shopping experience that is a joy in itself,” concluded DFS Group Executive Vice President Merchandising Ariel Gentzbourger.
Lighting the way: DFS Group Managing Director Japan and Korea Nicolas Villeger and Jo Malone London Regional Brand Director Garlie Ip join Japanese celebrity Sumire to light the Jo Malone tree.
Nicolas Villeger with DFS Group Vice President and Head of Corporate Communications and CSR Jay Frame at the event.
Taiwanese KOL Angelina sits down with illustrator Foxy to create a personalised tote bag; Foxy developed six exclusive-to-DFS emojis for the campaign that can be added to clothing or bags.
A life-sized advent calendar contained an array of gifts.
Children enjoyed using the “candygram” corner which enabled them to pick and mix treats.
A DIY ice cream station was one of the highlights of a memorable evening.
A gospel choir sang for the 300 guests.
The Moodie Davitt e-Zine | Issue 253 | 3 December 2018