Miss Dior Pop-Up Shop

The Background

Christian Dior originally released the Miss Dior fragrance in 1947. The fragrance was inspired and named after Dior's sister, Catherine Dior, who was a French Resistance fighter during WWII. Reflecting her strength and spirit, the fragrance blends themes of resilience and femininity.

The Target

Ladies of all ages who appreciate art, culture, and Dior. 

Primary Target Audience

• 18- to 34-year-olds
• Highly visual, aspiring luxury consumer
• Drawn to immersive and aesthetic experiences

Secondary Target Audience

• 35- to 50-year-olds
• Loyal to Dior
• High disposable income
• Emotional connection to Miss Dior heritage
• Value craftsmanship and refinement

The Concept

Dior will hold a pop-up shop that resembles the backstage of a ballet theatre.

Attendees will:

• Delight in performances from a silhouetted female ballet dancer
  • This symbolizes both the strength and beauty Christian Dior sought to embody with the Miss Dior fragrance.
• Receive a bouquet of flowers as they exit the pop-up shop
  • This is a nod to the flowers ballet dancers receive during a curtain call.
• Enjoy Parisian delicacies
  
  • This ties to the roots the House of Dior has in Paris.

Rationale

Historically, Dior has been connected to the world of ballet. Christian Dior himself was an admirer of dance, designed costumes for Roland Petit's ballet Treize Danses in 1947, and later created a wedding dress for a star of The Royal Ballet.

This relationship with the art form continued under subsequent creative directors at the house, particularly Maria Grazia Chiuri, who further embraced and highlighted Dior’s enduring connection to ballet. 

Additional inspiration for this concept was discovered when visiting La Galerie Dior in Paris. We pulled from various quotes from Christian Dior, including the ones below:

• “Hidden behind the grey satin curtain which divides me from the salon, I listen eagerly to the greeting accorded to the first showing of my dresses: for this is the moment of their true debut.”
• “I think of my work as ephemeral architecture, dedicated to the beauty of the female body.”
• “Creation is an ensemble of a thousand and one things, it’s a thousand and one skills gathered around the couturier.”

Overall, this concept emphases both the beauty and strength of women, something that Christian Dior himself sought to do with the fragrance.

The Mood Board

The City and Venue

This pop-up shop will be held in Nice, France. Ideally, it will be a new structure built near the Opéra de Nice.

When deciding on the city and venue for this experience, we wanted to connect it back to Catherine Dior, as she spent her time gardening in the South of France.

Additionally, this area attracts artists and is a retreat for the European elite. As Dior has philanthropic art partnerships, we wanted to mirror this effort in our location choice.

Finally, we wanted to convey that ballet and the arts, similarly to Dior, are forever.

The Product Assortment

The product assortment will consist of both beauty and fashion lines by Dior. Inspiration will be taken from both the key makeup items and accessories ballerinas use as well as various ballet-themed concepts.

Beauty

• Full Miss Dior Range
• Dior Lipstick
• Dior Blush
• Dior Nail Polish in the shade TuTu

Fashion Accessories

• Compact Mirrors
• Satin Ballet Bag
• Ballet Flats
• Tulle Gowns/Skirts