SINGAPORE. DFS Group has launched its inaugural global festival of food and culture titled ‘From (DFS) with Love’ to an audience of local and international guests in Singapore. As reported, the company has developed a major campaign to promote a new identity for its burgeoning food and gifts category. Special emphasis will be placed on local products and individual destinations within the DFS global store network.
The month-long July campaign pays homage to destinations around the world through the promotion of local products at nine DFS airport stores and downtown locations.
The Singapore launch, titled ‘From Singapore with Love’, was held on 3 July at T Galleria By DFS, Singapore on Scotts Road. Over 200 guests were present for a series of interactive experiences hosted by local culinary partners, featuring an exclusive installation by award-winning Singaporean pastry chef Janice Wong.
Known for her combinations of food and art, Ms Wong, previously awarded the title of Pastry Chef of the Year from the World Gourmet Summit Awards, created a colourful ‘pop-art’ influenced installation featuring a bed of durian – a distinctive hallmark of Singaporean culture. The installation also featured two edible walls: one made up of 315 chocolate tiles, each painted with 150 unique photos and graphics representing a part of Singapore’s heritage and traditions, and another made from over 10kg of local “potong” chocolate, outlining a map of Singapore and showcasing pillars of its diverse cultural landscape and multicultural society.
Other local brands to feature in ‘From Singapore with Love’ included Awfully Chocolate, Fragrance, Kampong Asia and Anette Ice Cream. The event invited attendees to sample local snacks that are gaining popularity with travelling customers, such as salted egg yolk, durian and bak kwa fragrant barbeque meats. Chocolatier Godiva offered its signature products encased in destination-inspired packaging, which is being exclusively pre-launched this month at DFS stores.
“We are proud to launch ‘From (DFS) With Love’, a new global identity for our growing food and gifts category, and to nominate the month of July as a worldwide festival of flavour and culture in nine of DFS’ most iconic locations. We are especially pleased to celebrate the festival in Singapore, a city with such a colourful and rich culinary history,” said DFS Group Senior Vice President Spirits, Wines, Tobacco, Food and Gifts Brooke Supernaw.
Over 40 brands are participating during the month at DFS stores in Honolulu, Guam, Saipan, Sydney, Siem Reap, Los Angeles, Venice, Singapore and Auckland, combining local products with interactive experiences.
