DFS UNFOLDS DRAMATIC NEW FALL/WINTER 2013 CAMPAIGN

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Clare Anthony
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1 PRESS RELEASE DFS UNFOLDS DRAMATIC NEW FALL/WINTER 2013 CAMPAIGN Campaign production supports one of the world s oldest crafts September 3, 2013 DFS Group (DFS), the world s leading luxury travel retailer, has launched its new Fall/Winter 2013 campaign, which takes inspiration from its heritage in travel to reimagine a fantastical world crafted entirely out of paper. The campaign fuses together the signature red colour of DFS with intricate paper artworks to offer customers a truly unique and delightful luxury shopping experiences. Around the world in 14 downtown Gallerias and 18 airport stores, DFS has made over its storefront windows, in-store displays, as well as its global marketing platforms, across print, outdoor, digital and social media. Advertising Campaign The multifaceted campaign draws inspiration from the rich cultures of Asia Pacific home to many DFS stores and pushes the form and function of the humble medium of paper to its creative limits. This is immediately evident in the advertising campaign. For the second season running, DFS partnered with Craig McDean, the internationally-renowned fashion photographer, to direct and shoot a series of dramatic campaign photos. The photos feature DFS brand and product assortment across fashion, beauty, watches and jewellery, and wines and spirits against a backdrop of handcrafted paper sculptures. Top international models Sean O Pry, who fronted DFS Spring/Summer 2013 campaign, and Karen Elson guide the viewer on a journey through a paper world of Hawaiian palm trees, Hong Kong skyscrapers, and Japanese peach blossoms. We have long been known as the traveller s companion, curating extraordinary luxury products and experiences at some of the world s most desirable destinations, said Ms. Sibylle Scherer, President, Consumer Marketing and Branding, DFS Group. This season, we are proud to emphasise that heritage even more, by introducing stunning new storefront visuals and advertisements. At heart, this campaign is about deepening our relationships with customers by telling our story and highlighting DFS differentiating features our luxurious brand and product assortment, and our shared love of travel. Visual Merchandising The in-store and display visual merchandising showcases the three-dimensional and tactile qualities of paper that features over 100,000 intricate origami pieces, individually handmade and handcrafted. To achieve this, DFS tapped on the expertise of contemporary artists such as Japanese-American paper sculptor Jeff Nishinaka and artisans trained in the arts of paper-making, paper-cutting and origami, all art forms that are traditionally Asian in origin. Several elements of land, sea and air travel are brought to life as exquisitely shaped paper sculptures and origami pieces of swallows, airplanes, flowers, trees and coral, as well as constructions depicting the distinctive scenery of key DFS store locations, such as Hawaii, Hong Kong and Singapore. Stores in Hong Kong, for example, feature a flock of birds swirling over the distinctive skyline of the city s iconic Victoria Harbour, all rendered in handmade paper.

2 Supporting Craftsmanship The thousands of paper artworks in this campaign were made possible through a surprise discovery and journey by DFS to the remote Shiqiao Village in Guizhou, China. Here, amidst green mountains, tranquil forests and clear streams, the traditional art of paper-making still continues, since its invention over 1,000 years ago during the Tang Dynasty. Shiqiao Village is one of the only remaining centres of traditional paper-making in China. To help preserve and promote this craft, DFS specially sourced the majority of the paper for its Fall/Winter 2013 campaign from this rural community of 40 families, and worked together with 60 skilled artisans over three months in the process of creation, which spanned harvesting bark from local mulberry trees to organically dye the resulting paper, and the final origami folding techniques. DFS will also feature educational videos on Shiqiao Village in a number of stores, accompanied by informational stands, to fully explain the paper installations and generations of tradition behind them to raise awareness of this threatened and ancient handicraft. We are incredibly proud to contribute to the preservation of one of the world s oldest crafts and the livelihood of artisans, especially in the country that many of our loyal customers call home, added Ms. Scherer. We are deeply committed to giving back to our global communities, and we believe that the results of this special endeavour will truly delight and inspire our customers. - End - 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 traveling 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 travelers visited DFS stores. DFS is headquartered in Hong Kong and has offices in Hawaii, Los Angeles, Shanghai, Singapore and Tokyo. For more information, visit DFS Group Evan Lewis, Vice President, Public Relations, Events and Corporate Communications Tel: press.enquiries@dfs.com

3 Appendix: Images Photo Description Agency: AR New York Photographer: Craig McDean Models: Karen Elson & Sean O Pry Stylist: Tabitha Simmons Hair Stylist: Eugene Souleiman Makeup Artist: Diane Kendal

4 Galleria Sun Plaza in Hong Kong Galleria Scottswalk in Singapore

5 Galleria Hawaii Shiqiao Village Traditional paper-making with organic flowerbased dyes in Shiqiao Village Traditional paper-making in Shiqiao Village Local artisans crafting origami birds in Shiqiao Village

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