At Harrods, the holiday season rhymes 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 to celebrate “The Wonderful World of Dior”.

Running from November 10th to January 3rd, the multi-layered happening will include events on each floor of the store, including a basement micro-village and a pop-up cafe. The front of the store on Brompton Road will be adorned with a monumental light installation featuring classic Dior emblems such as the compass rose, one of the key symbols of the brand’s Christmas 2022 campaign.

Dior, which traditionally hosts a summer pop-up at Harrods, will take over 44 window displays with gingerbread house-themed displays celebrating all of its product categories, from ready-to-wear and leather goods to fragrances and homeware. The theme of the tableaux is exclusive to the flagship of Harrods and Dior on Avenue Montaigne in Paris.

“We have never had a collaboration of this magnitude with a department store,” said Pietro Beccari, Christian Dior Couture chairman and chief executive officer.

“This is an absolute first, and along with the unprecedented exhibition, there will be surprises and exclusivities on every floor: from monumental illuminations to enchanting shop windows animating the iconic facade, from two exclusive pop-ups to Café Dior, specially designed for the event,” he added.

Beccari said Dior’s relationship with Harrods dates back to the French fashion house’s early days, when founder Christian Dior attended a show of his collection at the store in 1954.

The exterior of Harrods department store in London.

Ed Reeve/Courtesy of Harrods

“Harrods is known for its iconic Christmas displays, so it’s a pleasure for us 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 a key partner for Harrods, with our customers responding well across all categories. So it only made sense that we join forces to offer our customers a most enchanted season,” he added.

Dior will launch a special app that will allow visitors to book seats for the exhibition, which features small reproductions of three key buildings: the Parisian flagship, which reopened last year after extensive renovations; founder Christian Dior’s childhood home in Granville, Normandy; and the Château de La Colle Noire, the property he bought in southern France.

“These were recreated in a virtuoso reinterpretation of the centuries-old tradition of the gingerbread houses. This incredible skill, made possible thanks to multiple “métiers” and savoir-faire expertise – from sculpture to animation – celebrates the excellence of Dior and the magic of its creations in all forms, from haute couture to perfumes”, said Beccari.

The visit, which lasts approximately 15 minutes, is complemented by immersive video projections, micromapping and holographic projections to take visitors on a dawn to dusk journey.

The store will also stock a range of exclusives and pre-launches. Exclusive items include square suitcases embroidered with gold thread that carry 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. At Harrods, the holiday season rhymes with Dior – WWD

Sarah Y. Kim

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