First Class Beauty

Art Direction • Prop Design • Visual Merchandising


Beauty taking over.


Creative Team
Tadaffee Taksen | Design Director
Rachel Ching | Visual Designer

Project done at DFS Groupa

My Role
My responsibilities were coming up with creative concepts and executing the design. Designs include window layout design, lip bar designs, print materials and signage.

First Class Beauty(FCB) is one of the biggest yearly campaigns of DFS which activates in 24 stores around the world. It allows customers to access the latest trends and pro tips. In collaboration with Meitu, a leading image editing software in China, we wanted to enhance customer’s retail journey, the idea of Lip Bar was developed as the platform where customers can mix and match various make-up looks with live products and the app.

"Beauty taking over" is the key message for FCB 2019. We created a giant gorilla taking over our windows across 5 locations. In each location, the gorilla held a localized object as the business is travel retailer, e.g. it holds a Hong Kong Taxi in Hong Kong downtown store and a durian in Singapore.


© rachel ching 2023

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