Conceived as homage to Christian Dior, the house of Dior launched earlier this week an exquisit pop-up exhibition at Harrods, in London that took 18 months of planning and just one week to install. Dior is reported to have cashed in over GBP 100.000 in the first day alone. The expansive project – which includes a café, exhibition, window display and a pop-up shop.
The whole space is centered around a giant dolls house, with furniture made from Dior fragrance bottles. The rest is a journey through the history of the brand, with iconic vintage dresses worn by Elizabeth Taylor to the Oscars, Princess Diana, Audrey Hepburn and Rita Hayworth. The iconic dress from the J’Adore Dior Fragrance campaign, the King Kong of oversized handbags, old show programmes and original labels, and antique perfume bottles – are some of the items on display.
The star of the show is Dior’s new Creative Director, Raf Simons’ modern interpretation of an original piece of couture by Mr Dior, hand sewn, intricate and seemingly floating in a huge glass bell jar. It is a beautiful and fascinating insight into a luxury fashion brand so perfectly synonymous with the store that hosts it, and one we can’t wait to visit again, if only for a visit to the Dior Cafe for a Lobster sandwich no less.
This isn’t a marketing tool,” Christian Dior CEO Sidney Toledano told Vogue.co.uk at the launch party. “It’s a transmission of couture. Customers look for more today, they want to hear about the brand history – they need to understand more. Harrods and Dior share the same goals, the same concept of luxury and the same level of service. We need to explain why and how we do what we do. I want people to understand the passion, the innovation and our commitment to excellence. When I come into this room, it works so well. Mr Dior is doing something – he is here.”
The Dior at Harrods exhibition is open to the public until the 14th April
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