David Jones is set to launch its autumn/winter 2019 without a traditional runway gala.
In a first for the 180-year-old department store, it will stage a two-day immersive experience at the Museum of Old and New Art (MONA) in Tasmania.
The season, titled 'The Art of Living', will extend beyond fashion and include home, food, beauty, health and wellness.
David Jones GM of womenswear and accessories Bridget Veals said she welcomes the new format.
"As Australasia’s premium retail destination, we are committed to innovation and differentiation.
"The launch of AW19 The Art of Living is designed to inspire our customers to shop across our categories as we showcase an exceptional range of the best of local and international brands.
"Tasmania has provided the perfect backdrop to the new season as we celebrate artful living and artisans alike."
Premier of Tasmania Will Hodgman also welcomed the move.
"The State Liberal Government is proud to have partnered with David Jones to support The Art of Living campaign.
"The campaign is a great opportunity to showcase Tasmania’s vibrant reputation as a destination which offers premium experiences, world-class produce and an unrivalled natural environment."
The three immersive experiences being held at MONA for invited guests include:
THE ART OF ENTERTAINING
A focus on food and home, we hero our Tasmanian providers, winemakers and artisan distillers.
WHERE: The Source, MONA
WHEN: Tuesday lunch | 11am-2pm
THE ART OF FASHION
A progressive experience showcasing the best of international and Australian new season designer collections.
WHERE: The Void, MONA
WHEN: Tuesday evening | from 6:30pm
THE ART OF WELLNESS
Join us to reflect and relax with a focus on wellness.
WHERE: Private rooftop lawn, Pharos, MONA
WHEN: Wednesday morning | 9:00am-11:00am