We worked closely with Dior’s team to design the New York edition of the Miss Dior Millefiori sensory experience, during New York Fashion Week, in September, 2021. This was the New York installment of an international campaign, with similar experiences taking place in Tokyo, Paris and Berlin. Objectives were to garner high social media impressions, foot traffic, drive sales both in the pop up and in the regional NY metro area at surrounding stores and garner positive press.

The objective was to create an eye-catching, custom environment unique to NYC to promote one of Dior’s signature fragrances, Miss Dior, during one of the busiest weeks for fashion press and consumers - New York Fashion Week. We began with the concept of the fragrance bottle itself and used it as inspiration to drive guests through an immersive experience that brought each element of the fragrance to life as guests moved through the space.

The entire experience was created around a #DesignForDigital experiential strategy, in which high concept spaces are designed specifically to inspire the target demographic (females in 20’s and 30’s in this case) to share socially and gain viral buzz. In order to stand out during one of the most significant weeks of the year in fashion, we created a highly immersive content creation journey from start to finish that heroed the product and created ample immersive sets for creators to experience and share the launch, which still felt refined and true to the Dior brand. We targeted Luxury and High Fashion consumers, devotees of the brand, and expanded accessibility to aspiring Dior consumers.

We selected a brand appropriate, high foot traffic plaza in the fashion-popular Meat Packing district of NYC, in Gansevoort Plaza. We designed and built a customized structure in the shape of the fragrance bottle and created an immersive journey that was “designed for digital”, meaning the perfect light and visual eye candy to read perfectly on social media.

The result was a pop up that exceeded all expectations.

Fragrance is a great entry point to build new brand devotees and offer accessibility to luxury, which this experience took full advantage of and accomplished. This multi day popup environment surpassed all sales goals and earned media value goals. With foot traffic recorded at over 3000 daily visitors, the pop up value was maximized in all three main metrics (sales, foot traffic, and social media EMV). Especially as this was the first in person experience after months of shut down due to COVID, we saw guests who were very excited to come to a live experience and have somewhere inspiring to create content and share from. We had lines around the corner daily, and overwhelming positive feedback from press, guests and influencers alike.