Dior is taking its larger-than-life pop-ups to a new locale.
After a Gris Dior pop-up in Los Angeles earlier this year and a Montauk, N.Y., pop-up last year, Dior is heading to Miami with a pop-up holiday boutique at Aventura Mall. It will be open until Jan. 7, and draws inspiration from the Jardin des Tuileries, hence the name, “Dior Garden of Dreams.”
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The pop-up features an iteration of the Tuileries fountain surrounded by exclusive products and holiday limited editions from Dior’s beauty assortment, in addition to bestselling franchises, such as La Collection Privée Christian Dior, Dior Prestige skin care, Rouge Dior makeup and the seasonal holiday launches masterminded by Dior Makeup’s creative and image director Peter Philips.
The entrance is marked by what the brand characterized as an “olfactory maze” in a statement, that included a virtual component around the brand’s key fragrance pillars, such as J’Adore, Miss Dior, Dior Sauvage and Gris Dior.
Further on, the pop-up includes a gilded carousel. Gifting services will also allow customers to engrave purchases and will offer customizable Miss Dior charms.
The pop-up takes notes from Dior’s holiday campaign, lensed by Benoît Delhomme and featuring Anya Taylor-Joy and a gold holiday motif designed by Pietro Ruffo.
Dior’s beauty strategy — which includes a robust lineup of pop-ups and brand ambassadors — has the brand on a winning streak. Dior was the third-largest prestige beauty brand in the U.S. earlier this year, as reported, and was the eighth largest globally, as reported. According to Launchmetrics data at the time, it was the top fragrance brand, second-largest makeup brand and fourth-largest skin care brand by Media Impact Value.
On the fashion side, the brand recently held a pop-up at Harrods in the U.K., following the reported 25-million-pound success of its holiday pop-up with the retailer last year. The brand has tripled in size in less than seven years, according to parent company LVMH Moët Hennessy Louis Vuitton, as previously reported.
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