Dashing and Smeg collaborate for window display at David Jones Elizabeth Street

A leader in the execution and simplification of retail campaigns, offering design, technology and production services, Dashing was recently selected to work on a window display for Smeg at David Jones Elizabeth Street in Sydney.

A closer look at the window display

This is the first project that Dashing has worked on with Smeg, but has been a preferred supplier of David Jones, which resulted in the referral of Dashing to Smeg.

The window display was for Smeg and Dolce & Gabbana’s Blu Mediterraneo launch, showcasing the new range of small domestic appliances.

Dashing was tasked with designing a refined window display concept that showcased Smeg’s Mediterranean seaside imagery. This featured backlit freestanding lightboxes, along with printed plinths that mirrored the blue and white patterns found on the appliances.

“This brief was straightforward for us as it aligns with our area of expertise. It demonstrates Dashing’s capability to deliver premium window visual merchandising activations, from concept to completion, on time and within the client’s budget,” Dashing account director Sam Greenwood said.

Smeg head of marketing and product Nick Elgin said, “We were proud to work with Dashing on an impressive and impactful display at Elizabeth Street. David Jones’ windows are known for their iconic displays, and our Dolce & Gabbana collaboration, Blu Mediterraneo, was no exception. 

“The result of our work with Dashing was a beautiful, dramatic installation that echoed our international rollout. The design was originally hand-painted by artisans, inspired by the colours of the Mediterranean, a tribute to the lively blue and crisp whites of the sea and sky.”

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