Dior opens fragrance retail installation in LA
Dior Beauty inaugurated on Monday a pop-up fragrance retail installation in Los Angeles to celebrate the launch of the new Miss Dior Eau de Parfum.
Located at 8552 Melrose Avenue in Los Angeles, the pop-up will run through March 27, 2022, and feature a series of experiential offerings as well as both virtual and in-person events. Likewise, product assortment at the pop-up will include the new Miss Dior Eau de Parfum, as well as select Miss Dior ancillaries, skincare, and color cosmetics.
Events will include a livestream event hosted by Marianna Hewitt and Dior makeup artist Ricky Wilson, as well as various AR experiences including custom Snapchat and Instagram filters.
The pop-up will also feature a Miss Dior Millefiori Garden Café and immersive floral infinity room installation.
The pop-up will also feature the Miss Dior Millefiori haute couture dress, a special creation designed by Dior creative director of women’s haute couture, ready-to-wear, and accessories collections, Maria Grazia Chiuri, for the launch of Miss Dior Eau de Parfum. The dress was worn by Dior ambassador Natalie Portman for the accompanying campaign and was most recently on view in the ‘Christian Dior: Designer of Dreams’ exhibit at The Brooklyn Museum in New York. Meanwhile, customers can also find on display and for purchase the Miss Dior Eau de Parfum Prestige Millefiori Trunk, of which only 100 copies are available worldwide.
A first for Dior Beauty in the U.S., the pop-up will house artworks created by four leading female global artists including: Ingrid Donat (France), Bianca Beck (U.S.), Anya Kielar (U.S.) and Haruka Kojin (Japan). The art was commissioned by Dior Beauty for the ’Miss Dior:12 Women Artists’ exhibition in 2021 and will be the first time the artworks will be exhibited in the U.S.
The pop-up will be exclusively linked to e-commerce via Dior.com, allowing shoppers to sample new products on site, while making purchases online with the help of a Dior Beauty specialist.
Finally, exclusively available at the Los Angeles pop-up location on Melrose Avenue, is a custom limited-edition Miss Dior Millefiori Garden canvas tote bag designed exclusively for the pop- up. Other special offerings include a new and Los Angeles pop-up-exclusive Miss Dior makeup look, as well as other services available only for the duration of the pop-up.
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