At Harrods, the end-of-year celebrations rhyme with Dior – WWD
Dior is cementing its longstanding relationship with Harrods with a holiday event that will take over the windows and facade of the London department store for a celebration of the “wonderful world of Dior”.
From November 10 to January 3, this multi-pronged event will involve events on each floor of the store, including a ground floor micro-village and a pop-up cafe. The front of the Brompton Road store will be adorned with a monumental light installation featuring classic Dior emblems like the compass rose, one of the key symbols of the brand’s 2022 holiday campaign.
Dior, which traditionally hosts a summer pop-up at Harrods, will occupy 44 storefronts with gingerbread house-themed displays celebrating all of its product categories, from ready-to-wear and leather goods to fragrances and household items. The theme of the paintings will be exclusive to the Harrods and Dior flagship on Avenue Montaigne in Paris.
“We have never had a collaboration of this magnitude with a department store,” said Pietro Beccari, President and CEO of Christian Dior Couture.
“This is an absolute first, and in addition to the unprecedented exhibition, there will be surprises and exclusives on each floor: monumental illuminations with enchanting windows animating the mythical facade, two exclusive pop-ups at the Café Dior, designed especially for the event. ,” he added.
Beccari said Dior’s relationship with Harrods dates back to the French fashion house‘s early days, with founder Christian Dior attending an exhibition of his collection at the store in 1954.
“Harrods is renowned for its iconic Christmas window displays, so we are delighted to partner with Christian Dior this season to create something truly unique and exceptional for our customers,” said Michael Ward, Managing Director of Harrods.
“Throughout our history, Dior has been an essential partner for Harrods, with our customers responding well across all categories, so it only made sense that we would join forces to provide our customers with a most enchanting season,” he said. -he adds.
Dior will launch a dedicated app to allow visitors to book time slots for the exhibition, featuring small-scale reproductions of three key buildings: the Parisian flagship, which reopened last year after extensive renovations; the childhood home of founder Christian Dior in Granville in Normandy and the Château de La Colle Noire, the estate he bought in the south of France.
“These have been reproduced, with virtuosity, in reinterpretation of the centuries-old tradition of gingerbread houses. This incredible feat made possible thanks to multiple ‘trades’ and know-how – from sculpture to animation – celebrates the excellence of Dior and the magic of its creations in all its forms, from haute couture to perfumes”, Beccari said.
The visit, which lasts about 15 minutes, is enhanced with immersive video projections, micro-mapping and holographic projections to take visitors on a journey from dawn to dusk.
The store will also feature a number of exclusives and pre-releases. Among the exclusives, square trunks embroidered with gold thread, carrying micro versions of handbags including the Saddle and the Lady Dior. Among the high-end products on offer is the Miss Dior chair designed by Philippe Starck.