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Dior has teamed up with Harrods and has transformed the famous department store inside out. The long term collaboration between the two luxury brands has been the inspiration for this magic wonderland, that consists of an exhibition, window display and pop-up shop. The purpose of the event is for visitors to understand the Dior legacy, to feel and touch the luxury of the product and travel to its magic wonderland even for a few moments.
The event combines the French tradition of the House Brand with the British tradition of Harrods. Royal Beefeaters stand guard next to ready to wear mannequins and traditional British symbols, such as the red telephone boxes, transformed by the magic wand of Raf Simons and Dior.
The entire fourth floor of the department store was completely transformed for the exhibition. Miniatures of haute couture were also created to feature important dresses throughout the history of the brand and some of Raf Simons latest collection creations are also displayed. Dior also collaborated with British artists to recreate some of the Brand's iconic handbags.
Mr.Dior was a fine gourmet and some of his famous recipes from his own cook book, published in 1972, are offered at the Dior cafe. One can also enjoy an afternoon tea with traditional English cupcakes decorated in a Dior way.“This isn’t a marketing tool,” Christian Dior CEO Sidney Toledano said. “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.”