It included window displays, furnishings, photo exhibitions and featured playlists of electronic music by French DJ Michel Gaubert.
Below are photos of the pop up stores from the Dior PR website.
Collete Paris
Jeffery New York
I.T Bejing
My Boon Seoul
Milan
Joyce Hong Kong
Maxfield Los Angeles
Dior Harrods Takeover
Last year Dior took over Harrods with never before seen exhibitions, displays and in store activity. The pop up exhibition was created to mark the 60 year relationship between the brand and the department store, as Dior was the first concession that Harrods featured in store. The window fronts were decked out with iconic London post boxes, telephone boxes and landmarks. There were a series of exclusive limited edition Dior products and silhouette cut-outs as well as Beefeaters wearing costumes designed by Raf Simons. The project took 18 months of planning and just one week to install. It turned out to be a successful concept and the Dior store ended up taking an impressive £100,000 of trade in just one of the days.
"Like the house of Dior, Harrods is reputed for astounding and satisfying its elegant women all over the world," "The inspired collaboration with Harrods not only draws attention to Monsieur Dior's relationship with the fabled department store but also affirms the house of Dior's continued high standards via creation and discernment."- Sidney Toledano, president and CEO of Christian Dior.
On the fourth floor people were able to enjoy the ultimate Dior experience with an exhibition featuring nine Dior highlights. Visitors were able to see miniature couture dresses created by the seamstresses in Dior's Avenue Montaigne ateliers, gowns worn by Diors many celebrity followers, as well as young British artists asked to interpret the Lady Dior Handbag.
It gave people a chance to see garments and accessories up close and a chance for them to grab an insight into a ultimate luxury, while also learning about the brand.
The was also a Dior cafe which was designed to show Monsieur Dior's love of 18th Century decor and his love of good food. Everything down from lobsters sandwiches to Dior cupcakes could be order from the Dior menu.
An exclusive make-up collection was also launched, to make the Dior and Harrods anniversary.
Also in London, Christian Dior held an event for Fashions night out 2011 which featured a Dior Taxi outside the store in Bond street. This was a good piece of promotion as people were taking photos in front of it and sharing it on social media sites.
In Miami 2011 there was another Dior pop up experience which included a nail salon, food truck,and exclusive boutique which was all in the camouflage print by Anselm Reyle.
From looking at these pop ups/events I want to plan for an event for the relaunch of Diorissimo the perfume. For one of my touch points I want to make an invitation for this event and maybe make a concept board of how I want the event to look like.
COMPETITION: Chanel pop ups
Similar to Dior, Chanel also created their own London taxi in Covent Garden, which has become the beauty hub of London with Both Dior and Chanel Beauty stores there.
For Mothers day, a Chanel flower stall popped up for 2 days which sold flowers which featured the same flowers that they feature in their best selling perfumes, including May Rose, Jasmine, Iris, Tuberose and Patchouli. They would create hand-tied posies to give away when you buy any 100ml bottle of fragrance. Customers could also add personal message which would be written out by the in-house calligrapher on one of their camelia embossed cards with a choice of quotes from Mademomiselle Chanel
CHANEL's creative director of make-up Peter Philips created three exclusive Le Vernis nail colours for Vogue's Fashion's Night Out. People could buy these nail colours from a vending machine, producing a fun and exciting way to buy beauty products.
To celebrate the release of the Chanel No 5 Eau Premiere perfume this year Chanel placed 3 life-size sensory installation bottles around London. One in Westfields Shepherds Bush, Bluewater shopping centre and the Covent Garden Piazza boutique. When you stood in the bottles they would spray you with Chanel no.5. The idea was there however the overall appearance of the bottle was quite underwhelming.
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