For over a century, whimsical displays in department store windows have kicked off the end-of-year celebrations.
Initiated in 1909 by Aristide Boucicaut in Paris, this tradition has become a performing art, prized by brands and brands that compete in creativity to amaze young and old.
This year, Dior is exporting this French know-how to British lands by taking over the famous London department store Harrods.
From November 10, the Avenue Montaigne brand dresses the Brompton Road facade with its signature symbols borrowed from the celestial universe cherished by Christian Dior.
In video: 'The Fabulous World of Dior' at Harrods
As for the shop windows, they are the scene of dreamlike animated installations made of
gingerbread
, the traditional Christmas biscuits in the United Kingdom.
Forty-four in number, they contain scenes depicting in miniature the emblematic places of Christian Dior's fashion house, its famous dresses and its perfumes.
A device of unprecedented scale for the South Kensington brand, which is not content to entrust its windows to Dior.
Full screen
From November 10 to January 3, 2023, Dior is packing its bags at Harrods in London.
Dior
Diorissimo
Christmas
For the holidays, Harrods rolls out the red carpet at Dior.
In addition to the exterior decorations, the department store offers a range of "CD" branded experiences to its customers.
First ,
The Fabulous World of Dior
, an ephemeral museum, miniature of the key places in the brand's history made from Christmas biscuits.
A concept that can be found on a pop-up dedicated to gingerbread house-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 label's flagship bags and accessories available with
Jardin d'Hiver
and
Rêve d'Infini
prints , or a masculine Harrods green line designed by Kim Jones.
As well as previews, such as new jewelry by Victoire de Castellane or the Miss Dior chairs by Philippe Starck.
Dior Maison, but also Baby Dior, Dior Beauty... None of the universes is left out.
A journey that ends at the
Dior at Harrods
café , where you can enjoy cuisine that fuses English and French dishes.
Without forgetting the famous Christmas biscuits, to finish tasting the magic.
