MARCH 2, 2015, HONG KONG – The nature of travel is personal and is at the heart of T Galleria by DFS Spring/Summer 2015 campaign. The world’s leading luxury travel retailer explores the adventures and journeys of three international travelers and social media influencers — French music producer Caroline de Maigret, rising Taiwanese actor Godfrey Gao and Chinese artist Zhou Yi. In a first for an international luxury brand, the campaign integrates their personal travel photographs into advertising and visual merchandising in-store.
Launching on March 2, T Galleria by DFS will debut a three-part video campaign series exploring the travels and tales of each influencer. John Gerhardt, Senior Vice President, Creative and Branding Direction, DFS Group, said: "Both travel and luxury are very personal. Instagram and how this amazing channel allows us to share private experiences inspired us. Our three travelers generously contributed to the campaign with their own vacation photographs.
In turn, the campaign has a sense of authenticity and personalization."
Customers are invited to explore the campaign in-store through a dynamic experience featuring social-inspired displays, lenticular surfaces, video projections, multimedia walls, pop-up photo booths and aerial installations — all designed by the retailer’s award-winning visual merchandising team. Visitors to TGalleria.com can click into an immersive digital experience featuring with audio clips from each influencer, video content, and travel guides. Customers and followers can share travel photos using #MyTJourney on Facebook, Instagram, Weibo and WeChat.
The first episode, debuting on March 2, follows music producer and fashion muse Caroline in Chopard, who opens her travel journal sharing personal images from the deep blue waters of Spain’s Cadaqués to her recent trip across Asia, as well as how each journey collectively has inspired her work.
The second episode launches on April 1 and features screen star and model Godfrey wearing Emporio Armani who shares how travel feeds his appetite to experience the world. Basking in the tropical sun, his photos are an invitation for a dip into the coral reefs of Bora Bora and a ride on the canals of Venice, Italy.
The final episode launches on May 1 starring celebrated Chinese artist Zhou Yi in Giorgio Armani Beauty. From showing her latest works in Hong Kong to being inspired by Singapore’s bright city lights, the artist shares how each journey transports her into a world of wonder where inspiration can be found at every turn.
To complement the campaign, T Galleria by DFS commissioned celebrated French fashion illustrator Cassandre Montoriol. Since partnering with the retailer in 2014, Montoriol has added to the season through her whimsical illustrations which have reached 12 million travelers on social media across Asia.