As a purveyor of high-end travel goods, Duty Free Shoppers (DFS) Group Ltd. of Hong Kong kept its revised branding strategy for a worldwide network of shopping centers under wraps—literally. The DFS shopping center in Honolulu, Hawaii, cloaked its new identity beneath an 8,752-square-foot temporary building façade that built anticipation for the gala brand unveiling with colorful murals by Jasper Wong, a fabric face lift and window film coordinated to showcase the T Waikiki Galleria.
DFS commissioned Eventscape Inc., Toronto, Ont., Canada, with fabricating and installing 19 custom panels that required full-color printing on PVC, dye-sub printing on stretch fabric and printing on adhesive window film, all perfectly color matched. Eventscape engineered eight different banner mounting details, including 30-foot steel beams used to cover extensive building surfaces without direct building attachments. Wong’s six street art murals inspired the tropical theme of the bright red building wrap, which elevated the excitement leading up to the launch on September 7, 2013. The gala unveiling included a choreographed performance by Cirque du Soleil, traditional Pacific Island dancers and drummers, fifty hula dancers, blasts from 12 conch shells and the emergence of the new T logo from a misty background. The new brand identity will be rolled out at each of DFS’s 14 international locations. For more, visit www.eventscape.net.