More than 90 fashion A-listers and media were flown from across the country to attend a two day "immersive experience" at the Museum of New and Old Art, which wraps up on Wednesday.

The Art of Living campaign launch was the first held outside of Melbourne or Sydney, as part of a partnership between David Jones and the Tasmanian government.

Tuesday's event, which included a four-course lunch and and evening cocktail party, was a noticeable shift away from past runway shows, with a focus instead on all departments in the store.

"The Art of Living is an opportunity to showcase more than fashion and to bring it to life with food, homewares, beauty and wellness," head of womenswear Bridget Veals told AAP.

"There's more to a department store than just fashion and certainly now the customer wants shopping to be convenience, so we need to be there to help them with that experience."

On Wednesday, the department store will focus on its beauty, fitness and lifestyle brands, while guests will be able to "reflect and re-energise".

Actress Teresa Palmer will conduct a group mindfulness session.

* The writer travelled to Tasmania as a guest of David Jones.

Australian Associated Press