DLF Malls has launched its ‘Summer Up’ campaign across DLF Mall of India, DLF Promenade and DLF Avenue, introducing a phygital shopping experience that combines curated fashion with digital-led retail engagement.
Running from April 15 to May 20, 2026, the campaign is built around the theme ‘100 Looks, 1 Summer’ and showcases 100 curated fashion looks created by stylists Pranav Goswamy, Smridhi Sibal and Jasbir Singh Mehta.
The campaign features collections from brands including Zara, H&M, Mango, Tommy Hilfiger, Marks & Spencer, Aldo and Charles & Keith. The curated edits cover categories including workwear, travel fashion, occasion dressing, seasonal essentials and everyday style.
The initiative integrates fashion discovery with technology-led retail experiences through a partnership with ORBO. Visitors can interact with AI-powered smart mirrors, interactive lookbooks and augmented reality try-on tools designed to simplify product discovery and in-mall navigation.
The campaign journey has been structured around four touchpoints — Discover, Try, Explore and Navigate — allowing shoppers to browse styles, visualise outfits virtually and locate products across the malls. The smart mirrors enable real-time styling experiences, bridging inspiration and purchase within the physical retail environment.
Pushpa Bector, senior executive director and business head – retail, DLF Limited, said, “100 Looks, 1 Summer is about reimagining how India shops - fluid, expressive, and across brands. At DLF Promenade, DLF Avenue, and DLF Mall of India, we are bringing together fashion, technology, and personalization through AI smart mirrors and immersive phygital pop-ups. It’s a celebration of mixing, matching, and making every summer look uniquely yours.”
As part of the campaign extension, DLF Malls has also launched a dedicated microsite replicating the in-mall experience online. The platform allows consumers to browse curated looks, explore featured brands and plan shopping visits remotely, supporting an omnichannel retail approach.
Through ‘Summer Up’, DLF Malls continues to focus on experiential retail strategies aimed at digitally engaged consumers. The campaign reflects growing interest among retail and mall operators in integrating technology, fashion curation and immersive shopping formats to drive engagement and increase footfalls.
DLF Malls operates across luxury and premium retail destinations including DLF Emporio, The Chanakya, DLF Mall of India, DLF Promenade, DLF Avenue Saket and DLF CyberHub, while continuing to expand into new retail and neighbourhood formats.
