LONDON – Dior is doubling down on Harrods with the opening of its annual summer season pop-up, devoted this yr to the Fortunate assortment, and the disclosing of its refurbished, everlasting area on the primary ground of the Knightsbridge retailer.
The Dior Fortunate assortment pop-up, which opens at the moment, July 21, and runs till Aug. 27, is impressed by founder Christian Dior’s perception within the energy of charms, and particularly the five-point star, a longtime image of the home.
Dior is taking on the home windows and area on the bottom ground with home of playing cards shows and companies permitting prospects to personalize luggage and equipment with gold “jewellery,” together with four-leaf clovers, hearts, bees, sparkly initials and a tiny model of La Tour Eiffel.
For the bigger luggage there are leather-based tags within the form of tarot playing cards with astrological indicators, or stars embellished with flowers.
Dior is providing bag “jewellery” at its new Fortunate pop-up at Harrods, which opens July 21.
Types embrace the reinvented Girl Dior bag, its signature cannage sample picked out in stars, clovers and hearts.
Different Fortunate types embrace the Groove, Toujours Vertical, Girl Dior, Girl D-Pleasure and Dior E book Tote, the latter of which has been recast with flower and astrological designs.
The capsule was conceived by Maria Grazia Chiuri, the previous artistic director of ladies’s collections who stepped down in Could after practically a decade on the model.
Including to the magical temper, Dior has additionally labored with Snapchat to create an augmented actuality mirror that permits purchasers to strive on a pair of 30 Montaigne sun shades.
Individually, on July 24, Dior will unveil a bigger ready-to-wear universe on the primary ground of Harrods. The area, which spans greater than 5,000 sq. ft, will showcase the seasonal collections together with eveningwear, luggage, positive jewellery and footwear.
For the primary time in London, there will even be an distinctive vary of night attire, and two non-public suites for VIP prospects.
Dior’s E book Tote with astrological aptitude.
The brand new area has Versailles parquet flooring completed in ceramic and interiors that includes the home’s symbols reimagined in miniature sizes.
There may be artwork by Jim Lambie, Brandon Logan, Gabriel Hartley and Etienne Moyat, and furnishings designed by Frank Evennou, Andrea Salvetti and Alasdair Cooke. Later this yr, items from the Dior Girl Artwork mission will go on show.
Simon Longland, director of shopping for – vogue at Harrods, stated Harrods and Dior return a good distance, with a partnership constructed on creativity, craftsmanship and innovation.
“The launch of pop-up is one more instance of Dior’s capacity to shock and delight our purchasers via immersive storytelling and unique product choices. As the one vacation spot in Europe to host this idea, we’re proud to convey this expertise to our prospects, combining interactivity, personalization and a way of discovery,” he stated.
The Dior good luck charms meant to be clipped onto luggage.
Longland added the shop is making ready for the opening of the brand new Dior womenswear area, “which can set a brand new benchmark for luxurious retail — providing a real flagship surroundings that embodies the total Dior universe, from ready-to-wear and equipment to positive jewellery and watches, all inside an area as thoughtfully designed and curated because the collections themselves.”
As reported, Harrods’ first-floor designer womenswear areas have been present process a multiyear refurbishment that started final yr, and can proceed into 2026.
Harrods has been working with David Collins Studio to create a heat, fantastically lit surroundings, whereas the in-house workforce has additionally been pondering creatively, grouping manufacturers and designers by theme and enhancing the store ground in order that it’s simpler to learn.
