Lunar New Year
‘Liberate Your Inner Dragon’
We present a selection of the most memorable and colourful campaigns and launches from around the travel retail world to mark the start of the Year of the Dragon.
DFS is ushering in the Lunar New Year with a multi-faceted ‘Liberate Your Inner Dragon’ campaign.
In line with the dragon’s traditional symbolising of fortune and a vibrant spirit, the campaign, which runs through February, invites customers to treat themselves and/or their loved ones with purchases that embody wishes for prosperity and abundance.
Drawing from the Chinese belief that displaying red paper cuttings brings good fortune, DFS has collaborated with the renowned Hong Kong Arts Centre to create an exclusive series of intricate red paper cuttings which are being used as in-store decorations. The series of art pieces is being exhibited exclusively in 13 DFS stores around the world.
Where art meets tradition: The campaign seeks to enhance understanding and appreciation of paper-cutting traditions
Customers visiting the stores during the festive period are invited to create their own paper artworks with a special Lunar New Year prosperous papercraft set.
Additionally, shoppers can share joy and blessings with family and friends using limited-edition DFS red envelopes while choosing gifts from a curated Lunar New Year range.
Comment: DFS and the Hong Kong Arts Centre have gone beyond the confines of a new year’s campaign to support cultural heritage and local artists while engaging consumers with new experiences. The partners are jointly presenting an exhibition themed ‘Where Art Meets Tradition: Red Paper Cutting Exhibition’ at 13 DFS stores around the world (continued below).
The prosperous papercraft set allows customers to create their own paper artworks to celebrate the Lunar New Year
The DFS red envelopes help customers to spread love and joy in the Lunar New Year
Three artists from Hong Kong Arts Centre have created ten red paper-cutting designs, featuring auspicious New Year symbols and motifs inspired by legends surrounding dragons in Chinese culture.
The intricate artworks serve to enhance the immersive cultural experience while shopping at the participating DFS locations worldwide, as well as preserving cultural heritage and enriching appreciation for paper-cutting traditions.
The exhibition pays homage to red paper cutting – an art form dating back to when paper was invented over a thousand years ago – and evokes the important part that this skill plays in traditional Lunar New Year decorations and blessings.
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The Moodie Davitt eZine Issue 331 | 12 February 2024
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