Dior links with Harrods for Christmas celebration

By

Sandra Halliday

Published
Sep 22, 2022

With the key Christmas selling season looming, Dior has announced that it’s paying “tribute to the unbreakable ties it has woven with Harrods over nearly 70 years, and to Christian Dior’s love of Christmas celebrations”. 

From 10 November until 3 January, 2023, it will “dream up The Wonderful World of Dior, a spectacular new mise-en-scène, creating a magical atmosphere on each floor of London’s prestigious department store”.

Visitor traffic to the store usually spikes as the Christmas shopping season wears on and with tourist traffic recovering in London, such a major takeover could be a big sales driver for the busiest shopping weeks of the year. 

And Dior will be an unmissable presence during the season. For the first time ever, the facade of the Brompton Road address will be “adorned with a monumental installation, reinterpreting the compass rose – a symbol treasured by the founding couturier – animated by a dazzling interplay of lights featuring classic Dior emblems". 

The Dior gold star, Bar jacket and Medallion chair will “guide pedestrians to the renowned Harrods windows, the full run of which will be transformed into fantastic tableaux vivants in a captivating decor composed of gingerbread, caramel and multiple delights showcasing the House’s various universes and iconic symbols, from fashion, perfume and jewellery, to beauty and homeware”. 

Inside the store, the label is promising “a thousand fascinating surprises and gourmet treats for guests to discover within the British capital’s treasure trove”.

The offer takes in “exclusive creations imagined by the House for Harrods, a café and a Dior micro-village, the latter of which plays with proportions to magnify the enchantment”.