Harrods and Dior teamed up for a collaboration that will last one month, taking their relationship to a higher level.
Text: Sophia Karagianni
By transforming the temple of Londoner shopping into a Parisian chic corner, Christian Dior and Harrods, on Saturday 16th of March unveiled the fruit of their lifelong friendship. After 18 months of work, Harrods has finally opened the doors of Dior’s Heaven. A tribute to «the ultimate Dior experience» has been created: 33 window displays, nine pop-up shops, an exhibition and an exclusive 50-seats café.
“This isn’t a marketing tool. It’s a transmission of couture. Today customers look for more, 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 (…) When I come into this room, it works so well. Mr Dior is doing something – he is here”, said Christian Dior’s CEO Sidney Toledano at British Vogue.
Harrods’s windows are currently invaded with Dior versions of famous Big Ben, the London Eye, telephone and post boxes, the Queen’s Guards, the Harrods bear and J’Adore perfume bottles. Dior’s favourite colours of white and grey reigns in the windows, with costumes designed by the new creative director of the house Raf Simons.
The exhibition offers black and white photographs and vintage sketches, taken from Dior’s archive, as well as some of the most iconic and legendary mini couture dresses from 1947 to the present day, worn by famous fans of the house – from Princess Diana to Elizabeth Taylor. The work of Yves Saint Laurent, Marc Bohan, Gianfranco Ferre and John Galliano who have designed for Dior, is part of the exhibition, along with the work of Raf Simons.
Last but not least, Harrods features the Lady Dior Handbag, which had been interpreted by young British artists.
The visitors have the opportunity to purchase exclusive Dior’s products from the Pop up stores and to taste, also, the lobster sandwiches and Dior Cupcakes from Café Dior.
Dior at Harrods will be open to the public until April 14th.
default photo via wallpaper.com