Galeries Lafayette Doha launches new ‘Lines of Abstraction’ campaign

Reflecting the brand’s innovation and creativity, Galeries Lafayette Doha has launched the inspiring ‘Lines of Abstraction’ campaign. Introduced with the tagline, the ‘Line that connects us’, the campaign will continue until September 30, 2021.

The visual campaign is based on the idea of ‘Line art’ or Line drawing’ that consists of distinct straight or curved lines placed against a background to represent two-dimensional or three-dimensional objects.

As the tagline suggests, the campaign revolves around the use of single line drawings and the reflection of lines that connect us. The abstract lines in our subconscious mind interact with our surroundings and acquire a more definite form to take a more concrete shape. This in a way, it designs our lives and emotions. Different variations, colors, methods, with the artist’s own specific characteristicshelp create lines around our thoughts and eventually become a line that connects us all.

In true Galeries Lafayette style, the key message of the campaign reflects in every aspect of the Department Store, integrating shopping with the wider experience of the ‘Lines of Abstraction’ campaign. 3D faces structures interacting with the mannequins and original painting design on accessories windows are just some elements to look out for.

Rounding up the experience, Galeries Lafayette Doha’s food and beverage outlets are offering some special-edition ‘linear-inspired’ dishes. These exclusive desserts and savory dish are simply ‘Art on a plate’.

Speaking about the campaign, General Manager of Galeries Lafayette Doha Mr. Kevin Gerard Pender said: “Fashion is not just what meets the eyes, and through the ‘Lines of Abstraction’ campaign, we have tried to highlight the non-obvious. The linear elements in a way simplify the complex world around us and give a new perspective to fashion. It is our way of creating a connection with our clients and staff through fashion, accessories and gastronomy.”

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