TO MARK the launch of the House’s otherworldly Fall21 Men’s collection, Kim Jones has debuted a series of Dior pop-up stores in several cities around the world, including one at the Selfridges Corner Shop in London.
Dior’s pop-up at the Selfridges Corner Shop
In an ode to the surrealist work of American artist, Kenny Scharf – whose energising neon prints feature throughout the collection – Scharf’s universe is brought to life through fantastical sculptures, giant balloons, and moving 3D stickers that recall the pulse-racing energy of the brand’s runway presentations.
Running for four weeks, the Selfridges Corner Shop will feature Scharf’s cosmic creatures backed by an immersive scenography with an interactive motion sensor screen.
Dior’s pop-up at the Selfridges Corner Shop
Inside Dior’s pop-up at the Selfridges Corner Shop
A similar experience can be found at Miyashita Park in Tokyo, which for the first time, is hosting a luxury house. Situated in the heart of the Shibuya District, the address will play host to a galactic voyage broadcast on a monumental column.
Inside Dior’s pop-up at the Selfridges Corner Shop
Dior’s pop-up at the Selfridges Corner Shop
As well as housing exclusive products from the Fall21 collection, including the B27 trainers, the pop-ups will feature a selection of ready-to-wear and accessories emblazoned with Scharf’s iconic motifs including, the Saddlebag and B23 trainers.
by Joshua Hendren