To celebrate the start of spring, David Jones recently released its ‘New Dawn’ campaign starring Sudanese-Australian model Adut Akech. The campaign, which was shot in the Blue Mountains in New South Wales, captures the essences of new beginnings as well as the growth and awakening of the spring season.
To celebrate ‘New Dawn’, the department store has curated a series of three multisensory experiences you can try in person at the Elizabeth Street Flagship in Sydney. Designed to encourage customers to participate in self-care rituals, The Dawn Garden, The Sound Lantern and The Beehives incorporate the restorative effects of warm light, shadows and sound to uplift your spirits.
At The Dawn Garden, on level three of the David Jones Elizabeth Street store, you can experience the purpose-built garden and light installation, which symbolises the dawn light. At the activation, you also have the opportunity to try a five-minute Bioptron Light Therapy session — a skincare method that uses calming and restorative light
“Bioptron Light Therapy is a UV-free broad-spectrum light treatment, Rachel Duffy-Packer, General Manager of Beauty at David Jones, told TheLatch—. “Users of Bioptron Light Therapy report benefits including a general sense of wellness, improvements to skin, reduction in inflammation and aid in the recovery of sports injuries.
“Customers are invited to enjoy the serenity of our Dawn Garden whilst experiencing the restorative effects of energising warm light as our Bioptron Light Therapist runs a five minute seated session to help you find your glow.
“You can also take a moment to reflect on your way out and leave a thank you note on our Gratitude Tree for someone who has made a difference. We’ve seen some lovely notes left on the tree for neighbours, mothers, friends and strangers.”
All three multisensory experiences are running at the David Jones Elizabeth Street store until Saturday, September 19. The Bioptron light treatment is running from 11am to 3pm daily until the 19th and you can book your complimentary treatment via the David Jones website.
“We think SS20 ‘New Dawn’ embodies the sense of regeneration and new beginnings that is so welcomed during this extraordinary time in our lives,” Duffy-Packer said. “What better theme to showcase SS20 and to ready ourselves for the season ahead.”