Responsible for all expressions of planning, design and documentation, the designers took an initial step towards creating a venue with an upgraded retail position. The client eliminated part of the merchandise assortment until only the most exclusive products remained. At the point, rkd retail/iQ divided the available floor area into zones based on types of merchandise. 'Boutique Galleria' comprises 18 of the world's top luxury brands, each of which implemented its personalized boutique. 'Beauty' showcases 24 cosmetic, skin-treatment and fragrance brands, while 'World of Luxury' is subdivided into three areas; jewellery, watches and fashion accessories. Other departures from the traditional DFS Galleria concept were the inclusion of neutral and non-commercial architectural spaces and the introduction of 'palate cleansing' transition zones for the exhibition of fine art. The various areas, which are subject to periodic change, provide a positioning element that allows DFS Galleria to reveal an artistic personality that complements an environment immersed in luxury.