May 21 2021  |  Retailers

DFS reveals second phase of experiential store in Hainan

By Laura Shirk

Demonstrating DFS’ leadership in global luxury, a series of interactive displays take visitors around “The World in a Day” within the Times DF x DFS Haikou Mission Hills Duty Free Complex

Before entering the store through a cylindrical tube that externally is reminiscent of an airline fuselage, visitors are invited to learn more about DFS and to scan and download a custom-made e-commerce app

DFS Group, the world’s leading travel retailer, revealed the second phase of its ground-breaking experiential store today at the Times DF x DFS Haikou Mission Hills Duty Free Complex. The store, themed “The World in a Day”, demonstrates DFS’ leadership in global luxury via interactive displays and attractions that delight, entertain and inform customers in Hainan, while showcasing desirable products in fashion, beauty, watches and jewelry.

Upon arriving at the uniquely designed store façade, visitors are invited to learn more about DFS and to scan and download a custom-made e-commerce app. Next, they enter “The World in a Day” store through a cylindrical tube that externally is reminiscent of an airline fuselage, but internally reflects the skyline high above the city of Shenzhen, home to DFS’ partner Shenzhen Duty Free Group.

The first attraction in “The World in a Day” is the famous floating city of Venice, with its iconic canals and Renaissance architecture. Red-and-white striped gondola poles welcome visitors to step onto the water, while hearing the splashing sounds of the Grand Canal and smelling the aroma of fresh espresso coffee.

Just past Venice is Paris, the City of Love, which is celebrated with an Art Nouveau display that honors the city’s distinctive Metro transport line and is complete with rose gardens that release bubbles of scented vapor. A nearby story-wall projects moving images of one of Europe’s most loved cities, and where DFS is soon to open its largest store to date, Samaritaine Paris Pont-Neuf.

From Paris visitors are transported to the sunlit harbor of Sydney, Australia, where sounds of the ocean invite customers to step aboard a racing sailboat. Behind the sails, brightly colored tropical fish dart across an interactive display, while images of some of Sydney’s most iconic attractions glide over nearby pillars.

Next, customers are brought closer to home, to Macau SAR. The historic façade of St Paul’s lights the way to a room that celebrates DFS’ world-renowned customer event, Masters of Time, which has been held annually in Macau for the past decade. Inside the room, an exciting hologram display greets customers and takes them on a journey through the wonders of luxury watchmaking.

Last, visitors to “The World in a Day” return to Hainan, which DFS has announced as one of the most important strategic locations in its global network. The island’s significance is highlighted in the interactive experience with a floor-to-ceiling display outlining future phases of the Times DF x DFS Haikou Mission Hills Duty-Free Complex. The complex, located within one of Hainan’s largest and most popular leisure resorts, will be completed in stages over the next two years, eventually spanning more than 50,000-sqm and boasting, among other highlights, the largest Beauty Hall in DFS’ global network.

“At a time when our treasured customers in China are unable to travel overseas, it gives us great pleasure to bring the world to them. Through our store, ‘The World in a Day,’ we invite customers to visit new and familiar destinations alike, and to experience some of the best luxury products that those locations can offer, all under one roof.

“We look forward to unveiling even more additions to the world of luxury shopping, here in Hainan,” says Benjamin Vuchot, Chairman & CEO, DFS Group.

A series of snapshots from the experiential store in Hainan:

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