Dior exhibition at @Harrods for launch of new pop-up store, with gesture-based storytelling

Did you make it to the Dior Pop-up store at Harrods?

This was truly a luxury-charged adventure combining French Savoir Faire and British charm.

The vast project – which included a café, exhibition, window display and pop-up shop – took over 18 months to create and was inspired by the fashion house’s long-term relationship with the famed London store.

“This isn’t a marketing tool,” Christian Dior CEO Sidney Toledano told Vogue 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 store’s fourth floor Georgian Restaurant was transformed into a Dior homage, complete with a giant doll’s house which inside featured tiny furniture made using J’Adore Dior fragrance bottles; dresses worn by the label’s famous fans, from Diana, Princess of Wales, to Elizabeth Taylor; beautiful black and white imagery taken from the brand’s archives; videos explaining the concept behind its campaigns; and Dior versions of famous London landmarks – from post boxes to telephone boxes. Its window displays feature mini versions of the capital’s attractions, including Tower Bridge and the London Eye, each bearing a Dior stamp. Even the classic Harrods teddy bear was given a Parisian makeover.

Dior’s love affair with Britain and with Harrods stretches back to the late 1940s. Dior fashion shows were once staged here at Blenheim Palace. Princess Margaret met and wore Christian Dior. The Queen sported Dior pumps, at that point created by Roger Vivier, for many a state occasion.

An enormous success with a collection of exclusive products from the customised lipstick (Duchess) to Dior cupcakes brought a whopping £100,000 revenue in on day 1!


The opening night was attended by high-profile guests including Natalia Vodianova, Gemma Arterton, Liberty Ross, Amber Le Bon, Daisy Lowe, David Gandy, Delphine and Antoine Arnault amongst many others.

The limited edition collection is truly spectacular and with limited pieces tagged with your number we’re sure these will be collectibles and so very worthy of the investment!

If you made it send us your images and your view on the Dior pop-up store for Harrods.

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