11/11/2022 – With an extraordinary brightness that evokes Christmas but also the spark of a brand like Christian Dior, Harrods London will shine until 3 next January with a unique pop-up with attention to the smallest details, welcoming the public from the facade of the iconic building in Brompton Road to take them inside a fantastic and immersive world, in the warm tones of the French brand, thus transforming Harrods in una gigantesca Gingerbread House!
The communication project was developed around the concept of Dior Cruise Collection 2023, reinterpreted by the artist Pietro Ruffo, declined inside in the halls that are set up as scenes from a fairy tale inspired by the Natale. Not just a story telling, but also a guide to exploring the atmosphere that the brand experiences in a particular period of the year, for which the communication project was designed, quasi a “participation in the works” for the public.
Moreover, the communication was also designed to not let the visitor pass, observe and proceed towards another brand, thus superimposing other sensations and other memories in terms of brand identity and recognition.
Dior has also developed a Coffee concept in which the passion of is reproduced and reinterpreted Mr. Dior for the gastronomy, with the last surprise to guarantee the effect “unforgettable experience” which manifests itself with the collection of gingerbread biscuits (ginger cookies) that reproduce the iconic signatures of the maison, come the Bar Jacket, the Dior Book Tote, Saddle & Lady Dior bags, the Compass Rose, the J’Adore Perfume, the Oblique Suit, the signature CD Diamond motif and finally the plaque of the famous Avenue Montaigne numero 30.
