DFS commissioned a rising Philippine-based artist, Daryl Feril, to envision the new concept. Chosen for his portfolio’s integration of flowing illustrations, watercolours and digital technique, Feril’s latest creations are now on full display at 14 Gallerias worldwide.
Marrying art with visual merchandising, the resulting landscape is said to evoke images of rare chinoiserie, majestic elephants, mythical journeys and antique steamer trunks.The in-store displays are complemented by a series of photos and videos developed by DFS in partnership with leading international fashion photographer Craig McDean and renowned fashion director and stylist Tabitha Simmons. As the in-house senior designer, I was responsible for adapting the campaign imagery of collateral for advertising and promotional materials worldwide.
Below are the key visuals: