With dreamy displays and an exclusive selection, the brand Avenue Montaigne takes over the London department store for the holidays with a wonderful programme.
For more than a century, quirky department store window displays have kicked off year-end festivities. This tradition, initiated in 1909 in Paris by Aristide Buicau, has become a performance art appreciated by brands and brands that compete in creativity to amaze young and old. This year, Dior is exporting this French know-how to British soil, taking over the famous Harrods department store in London. From November 10, the Avenue Montaigne brand dresses the facade of Brompton Road with its iconic symbols borrowed from the celestial universe cherished by Christian Dior.
Video: The fabulous world of Dior at Harrods
As for the showcases, they are a scene of dreamy animated installations that are made ginger, the traditional Christmas cookies in the United Kingdom. Forty-four in number, they contain scenes that depict in miniature the symbolic places of Christian Dior’s fashion house, his famous dresses and perfumes. A device of unprecedented scale for the South Kensington brand, which is not content to entrust its windows to Dior.
Christmas Diorissimo
Harrods is rolling out the Dior red carpet for the holidays. In addition to the exterior finishes, the department store offers its customers a series of “CD” branded experiences. First of all The fabulous world of Dior, a temporary museum, miniatures of key locations in the brand’s history made of Christmas cookies. A concept that can be found with a pop-up dedicated to gingerbread-style leather goods and a second dedicated to Christmas gifts.
To top it off, these pop-up shops are stocked with exclusive pieces. Among them, the brand’s flagship bags and accessories with prints have dropped Winter garden and: A dream of infinity, or the men’s Harrods green line designed by Kim Jones. As well as previews such as Victoire de Castellane’s new jewelery or Philippe Starck’s Miss Dior chairs. Dior Maison, but also Baby Dior, Dior Beauty… None of the universes were left out. A journey that ends with coffee Dior at Harrods, where you can enjoy cuisine that combines English and French dishes. Not forgetting the famous Christmas cookies to complete the tasting of the magic.
Source: Le Figaro
