For the festive season, Dior unveils exclusive pop-up stores dedicated to creations from the Dior cruise 2024
line dreamed up by Maria Grazia Chiuri, a poetic celebration of the beauty of cultures and the excellence
of Mexican savoir-faire.
From Paris to Miami, Seoul to Chengdu, these exceptional spaces reveal a decor as spectacular
as it is original, promising a bewitching experience. An infinitely delicate, transparent couture mesh
– representing the plural poetry of savoir-faire, from weaving to embroidery – envelopes the outlines
of these refined showcases. At their heart, spellbinding installations take the form of a luxuriant tree of life
or majestic butterflies. These dreamlike creatures – an essential motif conceived by Pietro Ruffo for the Dior
cruise 2024 collection shown in Mexico City – seem to soar into the sky in a mesmerizing choreography.
Between enchantment and sheer elegance, these locations of countless possibilities are punctuated by pieces
of furniture in subtle shades embellished by the shimmer of gold, the eternal Dior code.
The wonder continues in the windows of Dior boutiques around the world, where the different universes of
the House shine, magnified by sumptuous tableaux. The women’s clothes and accessories thought up by
Maria Grazia Chiuri unfold against an incredible backdrop, depicting by turns a multitude of swirling
butterflies or a majestic Monarch – a fascinating species that travels the world as far as Mexico – the
dream location of the show. In homage to the House’s history and heritage, luminous sculptures of Bobby –
Christian Dior’s loyal dog – stand side by side the men’s creations by Kim Jones. Victoire de Castellane’s
jewelry pieces take center stage in dazzling miniature scenes forming veritable little theaters of the marvelous, odes to the virtuosity and art of detail so dear to the Maison.
A magical scenography that enhances the House’s iconic addresses, including 30 Montaigne and the
emblematic Seongsu concept store, the façades of which are illuminated by a shower of butterflies, symbols
of the art of metamorphosis. The ultimate surprise to be discovered in Paris, Seoul, Miami and Zhangyuan,
a series of ephemeral Dior cafés invite visitors to prolong these precious moments through a multitude of
A timeless escape, through the prism of dreams and the unexpected.