Daniel Wellington partnered with DFS on a pop-up store this summer at T Galleria by DFS, Hawaii in Waikiki. The outlet opened in May and closed earlier this month. It featured Daniel Wellington’s trunk layout concept, designed to emphasise a travel and journey theme.
The unit offered shoppers the opportunity to add monograms to leather watch straps through an embossing service which is normally available only in Daniel Wellington flagship stores.
The service is part of the Swedish watch brand’s 2018-19 pop-up tour programme which targets top travel retail destinations. Embossing is available only at one outlet at a time.
Japanese influencers encouraged customers to use the embossing service and presented Daniel Wellington’s travel shopping-exclusive lines: the Classic Cambridge NATO in a 36mm and 40mm combo set and a Classic Sheffield and Daniel Wellington keyring set.
Using the hashtag #DWxDFS, the influencers shared photographs on social media. Daniel Wellington said the event engaged over 200,000 brand followers.
