Last updated : May 07, 2026 3:26 pm
“Summer Up” brings a phygital retail experience with ORBO, combining in-store shopping with digital features like interactive lookbooks, AI smart mirrors, and AR try-ons for a more engaging experience.
DLF Malls has launched its vibrant “Summer Up” campaign across its premier shopping destinations- DLF Mall of India, DLF Promenade and DLF Avenue, running from April 15 to May 20, 2026. The campaign reimagines summer shopping by seamlessly integrating curated fashion with cutting-edge digital experiences.
Built around the theme “100 Looks, 1 Summer,” the initiative showcases 100 thoughtfully considered looks and styles crafted by renowned stylists Pranav Goswamy, Smridhi Sibal and Jasbir Singh Mehta. The edits feature collections from globally recognised brands such as Zara, H&M, Mango, Tommy Hilfiger, Marks & Spencer, Aldo and Charles & Keith. Spanning categories from everyday wear and work looks to travel wardrobes, occasion dressing and seasonal essentials, the campaign offers a complete style guide for the modern shopper.
“100 Looks, 1 Summer is about reimagining how India shops - fluid, expressive, and across brands,” said Pushpa Bector, Senior Executive Director & Business Head – Retail of DLF Limited. “At DLF Promenade, DLF Avenue, and DLF Mall of India, we are bringing together fashion, technology, and personalisation through AI smart mirrors and immersive phygital pop-ups. It’s a celebration of mixing, matching, and making every summer look uniquely yours.”
At the heart of “Summer Up” is a phygital retail experience introduced in partnership with ORBO, blending physical browsing with digital innovation. Visitors can engage with interactive lookbooks, AI-powered smart mirrors and augmented reality (AR) try-on tools, enabling them to visualise outfits, access product details, and locate items within the mall effortlessly.
The customer’s journey is designed across four intuitive touchpoints: Discover, Try, Explore and Navigate, making fashion exploration more personalised and engaging. The smart mirrors allow real-time virtual styling, helping shoppers transition seamlessly from inspiration to purchase.
Extending beyond the mall environment, DLF Malls has introduced a dedicated microsite that mirrors the in-store experience. This platform allows users to browse curated looks, identify featured brands and plan their shopping visits remotely, bridging online discovery with offline retail.