THE LUXURY French Maison Dior will join in collaboration with Harrods for a spectacle-filled festive season, bringing animations, beautiful window displays and limited-time attractions to the crown jewel of Knightsbridge.
Dior and the legendary British department store have long shared a special relationship, one which can be traced back to Monsieur Dior himself. Their exciting new partnership for the upcoming Christmas season however does not purely focus on the past, but instead propels the French Maison into the modern day of luxury consumption, with a focus on the new Cruise collection and an abundance of social media hotspots.
Dior x Harrods. Photograph by Adrien Dirand
Named The Fabulous World of Dior, the event will play upon references frequented by the House with emblems such as the compass rose and lucky star adorning the windows and side of the building to draw in passers-by. Created to be seventeen meters high, and the building’s largest structure to date, the exterior’s celestial ode against the Edwardian architecture is a sight that should not be missed out on seeing yourself.
Once inside, the marble hallways will be home to a light instillation, further enchaining the brands visual identity as imagined by artist Pietro Ruffo.
Dior x Harrods. Photograph by Adrien Dirand
Accompanied by two pop-up stores, and yes, a bespoke cafe, for you to Instagram until your heart’s content, this is far more than just an ordinary takeover. With small touches like biscuits by Biscuiteers transforming ordinary treats into edible motifs linked to Dior, like the Booktote bag, Sauvage Parfum and B23 High Top sneakers, for example, and the Medallion chairs and wooden tables are dressed in the classic toile de Jouy pattern, the Dior Cafe is the perfect place to relax after a long day of shopping in this behemoth department store.
Dior Cafe. Photograph by Adrien Dirand
Dedicated spaces for Dior’s beauty line are also found in this collaboration, with Dior Prestige ritual, lipsticks and their famous fragrancs like J’adore, Miss Dior and Eau Sauvage available in special limited editions only found here. Spanning perfumes, skincare and make-up, the ground-floor space is a must-see to start your festive shopping, providing something for each and every person on your list this Christmas – ideal for those after something to put in a stocking!
Dior x Harrods. Photograph by Adrien Dirand
Though an excitingly playful event, at the heart of the collaboration is memory, friendship and shared joy, and remade 30 Montaigne – Dior’s Parisian flagship – will captivate the same spellbinding atmosphere in celebration of the two brand’s partnership.
by Ben Sanderson
The Fabulous World of Dior will open at Harrods on the 10th November 2022, until the 3rd January 2023.