Dior pops up in stores to celebrate the Raf Simons era

By

Anaïs Lerévérend

Published
Feb 21, 2013

Dior is maximizing the Raf Simons effect. The Belgian designer's arrival as the head of the Parisian house in April 2012 stirred up a lot of interest and excitement for couture and ready-to-wear catwalks. And now that enthusiasm is being transferred to stores as Raf Simons' first ready-to-wear collection goes on sale. Dior is making an event of the occasion by creating special pop-up stores in seven prestigious multibrands throughout the world.

Dior selected seven sites, including Colette in Paris and Corso Como in Milan for Europe; Jeffrey in New York and Maxfield in Los Angeles for the United States; and IT in Beijing, Hong Kong and Joyce My Boon in Seoul for Asia. The seven pop-ups will open starting approximately February 22 to March 25. In Paris, the Dior space in Collette will run from February 25 to March 9.

The seven pop-up stores are designed with a clean décor inspired by the same style used in the spring-summer 2013 runway show in an effort to give the selection of the exclusive pieces some context. The stores will also play a music track compiled by Michel Gaubert (in charge of soundtracks for Dior), feature store windows created around the clothes on display and host their own local launch parties.