DIOR EXHIBITION AT HARRODS
Celebrating the 60th anniversary of Dior in London, Harrods is creating a huge-scale tribute to the luxury brand. The department store is transforming its 4th floor to an exhibition space where customers can see photos, sketches and dresses, worn by Princess Diana or Audrey Hepburn, ranging from early pieces to Raf Simon’s designs. Besides ‘French savoir fair and British Charm’ themed shop windows, customers can also find a Dior pop up shop and a Dior cafe, serving lobster sandwiches and cupcakes.
Although Dior has two shops nearby, this collaboration exemplifies the importance of department stores to such super brands and how to create a great emotionalizing brand experience in retail.