Iconic luxury landmark, Harrods, throws open its doors and welcomes Dior. The decadent designer brand has opened a temporary wonderland in and outside the store with a café, exhibition, multiple window displays and pop-up boutique. Taking over 18 months to create, the project was inspired by the fashion house’s long-term relationship with the store.
“This
isn’t a marketing tool,” Christian Dior CEO Sidney Toledano, told Vogue at the
launch party. “It’s a transmission of couture. Customers look for more today,
they want to hear about the brand history – they need to understand more.
Harrods and Dior share the same goals, the same concept of luxury and the same
level of service. We need to explain why and how we do what we do. I want
people to understand the passion, the innovation and our commitment to excellence.
When I come into this room, it works so well. Mr. Dior is doing something – he
is here!"
The
historic 4th floor Georgian restaurant at Harrods has been
transformed into a Dior exhibition, showcasing the brands history,
craftsmanship and luxury product. The exhibition features memorable dresses
worn by the labels most famous of fans, from Princess Diana to Elizabeth
Taylor. Alongside which stands close to 40 of Dior Haute Couture’s most
emblematic silhouettes, reproduced in miniature.
Iconic
dresses from some of Dior’s best love advertising campaigns, featuring Natalie Portman and Charlize Theron, also make a special
appearance.
Stepping
outside of the store, the Brompton Road window displays feature London landmarks
with a Dior stamp! Telephone boxes, Tower Bridge and the London Eye.
Afternoon tea for two - once bedazzled
by the exhibition, why not take a seat in the sleekest, most stylish café in Knightsbridge?
There are plenty of places throughout the store to
get your Dior fix. From the Dior backstage studio, nail bar, beauty,
accessories and jewellery on the ground floor to shoes and fashion on the first
floor and baby Dior or the fourth.
This
is one exhibition any fashion lover would be balmy to miss. Dior at Harrods is
open to the public until April 14.
