DLF Avenue Saket launches with a fresh look created by W+K Delhi

DLF has an unrivalled attention to detail, customer understanding, and a reputation that pushes retailers to bring the best versions of themselves. However they do more than that, they don’t just build malls. Throughout their history, they've built communities, from the original colonies in Delhi to the metropolis that is Gurgaon, which is why their latest offering, DLF Avenue, will be much more than a place to shop.

It’s primary purpose is to serve South Delhi with cultural experiences and provide the neighbourhood with a space to be inspired, shop and dine. By starting with a purpose of filling a cultural void, DLF Avenue will be much more than a mall.

DLF Avenue will be unique thanks to its revamped F&B village (Commons), a curated and focused shopping experience with a mantra of quality over quantity, from a stellar mix of local and international brands. Pushpa Bector, Executive Director, DLF Shopping Malls said, “We are delighted to launch DLF Avenue Saket, a place with taste and discernment which has been carefully curated, like no other in India. We will offer culinary experiences from some of the best restaurateurs in the country, and we’ll host fresh, cultural experiences that will make Avenue the place to be, and be seen.”

Gautham Narayanan, Managing Director, W+K Delhi, commented, “In our early strategic conversations, we wanted DLF Avenue to be the cultural place, and we knew if we did this well, commercial success would follow.”

Pushpa Bector, added, “With the help of W+K Delhi we have a clear role for DLF Avenue. They have partnered us in every aspect - strategy, positioning and even the nomenclature. They then created our logo, developed our design system and voice, which is ever-present in the mall. They brought on cultural collaborators, manage our social and our advertising. They feel like an extension to my marketing department.”

Dean Wei, Executive Creative Director, W+K Delhi, concludes, “We have a partner who let us impact every part of the brand and I’m proud to see that everywhere in this fantastic property. DLF’s knowledge of the retail sector and their business, combined with our ability to market a brand from the ground up, allowed us to approach this differently. The work we’ve launched feels fresh and surprising, doesn’t feel like retail advertising and we’re very excited to propel DLF Avenue into South Delhi culture and serve the needs of the community.”