‘The World in a Day’ – DFS unveils stunning second phase of Hainan experiential store

CHINA. DFS Group today revealed the second phase of its groundbreaking experiential store within the Times DF x DFS Haikou Mission Hills Duty-Free Complex on Hainan island, a partnership with Shenhzen Duty Free.

The store, themed ‘The World in a Day’, is designed to demonstrate DFS Group’s leadership in global luxury. It delivers on that premise through a series of interactive displays and attractions intended to “delight, entertain and inform” customers in Hainan, while showcasing a range of fashion, beauty, watches and jewellery.

On arriving at the uniquely designed store façade, visitors are invited to learn more about DFS and to scan and download a custom-made ecommerce app.

Next they enter ‘The World in a Day’ store through a cylindrical tube that externally is reminiscent of an airline fuselage. Internally, it reflects the skyline high above the city of Shenzhen, home to DFS’ partner Shenzhen Duty Free Group, so that visitors feel like they are floating their way through clouds toward the store.


The first attraction in ‘The World in a Day’ is the famous floating city of Venice, renowned for its iconic canals and Renaissance architecture and home to T Fondaco Dei Tedeschi by DFS. 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.

Next stop is Paris, the City of Love, celebrated in Hainan with an Art Nouveau display that honours the city’s distinctive Metro transport line, complete with rose gardens that release bubbles of scented vapour when touched. A nearby story-wall projects moving images of the French capital, where DFS is soon to open its largest store to date, Samaritaine Paris Pont-Neuf.

From Paris the visitor is transported to the sunlit harbor of Sydney, Australia, where the sounds of the ocean invite customers to step aboard a racing sailboat. Behind the sails, brightly coloured tropical fish dart across an interactive display, while images of some of Sydney’s most renowned 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’ 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.

Finally, visitors to ‘The World in a Day’ return to Hainan, which DFS has announced as being one of the most important strategic locations in its global network. The island’s significance is clearly highlighted in ‘The World in a Day’, DFS noted, with a floor-to-ceiling display outlining future phases of the Times DF x DFS Haikou Mission Hills Duty-Free Complex.

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The development, located within one of Hainan’s largest and most popular leisure resorts, will be completed in stages over the next two years. It will eventually span more than 50,000sq m and boast, 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,” said DFS Group Chairman and CEO Benjamin Vuchot.

“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.”

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