Dior’s collaboration with Harrods last holiday season generated substantial resonance, and the brand is further nurturing this bond by unveiling three exclusive pop-up boutiques
Dior continues its collaboration with Harrods, unveiling a series of captivating pop-ups to showcase its fall 2023 women’s collections designed by Maria Grazia Chiuri. These pop-up shops, strategically located on Harrods’ ground floor, offer a unique shopping experience for customers throughout the month of August.
The first pop-up replicates a sophisticated library ambiance adorned with Dior’s Plan de Paris print. This print draws inspiration from a 1950s scarf by Monsieur Dior, featuring intricate depictions of Paris streets and landmarks elegantly displayed on the floors and walls.
Dior has further adorned the Harrods facade with captivating images from Plan de Paris, showcasing iconic locations like Rue du Faubourg Saint-Honoré and 30 Avenue Montaigne, which is Dior’s Parisian headquarters. The facade facing Brompton Road boasts a prominent central panel, while the windows are artistically adorned with bookshelves.
The second pop-up is a gift shop enriched with Dior’s Florilegio print. This section offers an array of enticing items, including D-Bobby bob hats, silk twill shirts, Mizza scarves, and the renowned Dior Book tote.
The third space elegantly captures the essence of a cabinet of curiosities, housing an assortment of leather goods, along with variations of the iconic Lady Dior and Lady D-Joy bags presented in an array of vibrant colors.
Dior and Harrods have maintained a longstanding collaborative partnership, often marked by special installations during the bustling month of August, when London is frequented by affluent tourists from the U.S. and the Middle East.
In a notable collaboration last November, Dior and Harrods showcased a monumental gingerbread world and immersive experience, tracing the legacy of Christian Dior. The endeavor encompassed 44 windows, the Knightsbridge store’s facade, a cafe, and two pop-up shops.
Previous collaborations have demonstrated their impact, with sources indicating that “The Fabulous World of Dior” takeover resulted in over 25 million pounds in sales, elevating Dior as the top-selling brand at Harrods during the 2022 festive season.
Dior’s consistent presence at Harrods includes previous endeavors such as a fall 2021 pop-up boutique featuring captivating designs by Italian visual artist Marco Lodola, renowned for his contributions to Neo-futurism. The set was inspired by Pop art, radiating vibrant light and color, adorned with Dior silhouettes and iconic English symbols like double-decker buses, black cabs, and electric guitars.
