DFS Galleria rebrands to T Galleria

LVMH-owned retail group DFS Galleria has launched a new brand across Hong Kong in a bid to provide a more personalised shopping experience.The new brand T Galleria, sees the retail group enhance its luxury brand selection with new services and interior renovation especially for the Canton Road branch.Last year DFS recorded some 18 million visitors, largely driven by Mainland Chinese tourists, which accounted for around 72% of total arrivals and a similar proportion of DFS’ sales.“The travel retail sector is a bright spot and key growth driver for the sale of luxury goods today,” said Philippe Schaus, chairman and CEO of DFS Group.To maintain this traffic, the group has partnered with the Hong Kong Tourism Board to develop art installation for tourists - “T in Art”, featuring gigantic T sculptures along the Avenue of Stars.A photo contest has also been conducted on Facebook to promote the new branding.Media buying of the rebrand project was handled in-house while creative duties was handled by AR New York. Ruder Finn took on PR duties.