The campaign, "Come and play at our House", looks into "rooms" within House of Fraser stores to showcase the key pieces of the season.
Steve Boswell and Steve Drysdale, the DLKW creative directors, created the work to kick off the idea of "playing" inside the department store.
The print campaign focuses on the store's womenswear, menswear and accessories ranges. The executions will run in national magazines as eight-page gatefolds and single-page ads, and will be followed by "Come and play" activity in stores.
DLKW won the business after a pitch against the incumbent, Hooper Galton, Adam & Eve and RPM Beechwood. The agency was briefed to reposition the store as an accessible and exciting place to shop.
House of Fraser has annual sales in excess of £1.25 billion.