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Brief Published: 20 Mar 2013

Dior's Spring Takeover at Harrods, London


London department store Harrods is set to pay homage to French brand Dior this spring with a store-wide programme of exhibitions, pop-ups and visual merchandising displays dedicated to the luxury label.

Harrods' fourth floor will host a reconstruction of the façade of 30 Avenue Montaigne (Dior’s Parisian headquarters) and a vast display of items from the label’s archives, including historic costume sketches and iconic Dior dresses worn by celebrities through the ages, from Princess Margaret and Lady Diana, to contemporary actresses Emma Watson and Jennifer Lawrence. 

Window displays will feature limited edition Dior products designed exclusively for the collaboration, against a backdrop of the label’s signature colour palette of dove grey and white. Even Harrods’ trademark Royal Beefeater teddy bears will get a makeover, with costumes designed by Dior’s creative director Raf Simons.

There will also be a Café Dior pop-up restaurant serving up lobster club sandwiches and branded cupcakes. Harrods previously combined the culinary and couture worlds in its Style to Savour Digital Campaign, as has New York department store Macy’s with its newly opened Stella 34 Trattoria. For more on the convergence of these two industries in cutting-edge store concepts, look out for our upcoming report Retailer-Restaurants.

Running from March 16 to April 14, Harrods says the programme is designed to highlight Christian Dior’s long-standing affection for London – although recasting itself as a temporary museum and pop-up dining venue also has the advantage of increasing footfall and dwell time.

For more on how more brands are exploiting their rich histories, see Monetising Brand Heritage and 21st-Century Archives.

For more on department stores paying tribute to a single brand or theme en masse, see Chanel Takes Over Harrods, Lady Gaga’s Retail Workshop, So London at Le Bon Marche, Selfridges’ Literary Leanings and Selfridges Goes Dutch.

Also see Redefining the Department Store: Store Concepts for information on how department stores are re-establishing their relevance in the digital era.