#Dior #Newcollection2017 #retail #popupstore #partnerships

Industry: luxury retail

Designer: Maria Grazia Chiuri

Location: Several countries

Related to: Dior spring-summer 2017 collection

Reviewer: Yujia HUO- Parsons School of Design

Website: http://wwd.com/fashion-news/designer-luxury/dior-sets-global-retail-push-chiuris-debut-collection-10823377/

To mark the arrival of the spring-summer 2017 collection, which is the debut of Dior’s new designer Maria Grazia Chiuri’s, Dior is making a global retail push combining freestanding pop-ups, partnerships with key retailers and special in-store merchandising.

The interior of the Paris pop-up store.

The first pop-up opened in Los Angeles, and that was followed by a shop in Paris at 44 Avenue Montaigne — perfect timing for the start of Paris Fashion Week. According to Chiuri, the pop-up concept was based on the codes of Dior’s couture salon on Avenue Montaigne, reinterpreted for today’s customer, like a wooden floor with a cabochon pattern, inspired by the maison’s entrance hall at 30 Avenue Montaigne, and gray walls with concrete molding. As one of the most valuable luxury brand, what makes it different is the strong heritage code of the brand. For example, the Paris boutique, is decorated in those signature white and gray shades alongside a vibrant neon artwork by Tracey Emin featuring the legend “SHOULD LOVE LAST,” written in the manner of the feminist artist’s own handwriting. This design is a perfect complement to Dior’s spring ’17 “We should all be feminists” manifesto T-shirts and also those new classic pumps with their silk embroidered “J’adior” ribbon.

As for the collaboration, the largest one is a charity partnership with Dior brand ambassador Rihanna’s the Clara Lionel Foundation. The nonprofit will receive a percentage of proceeds from each T-shirt bearing the slogan “We Should All Be Feminists” sold in Dior boutiques and on dior.com until May 15. In addition, Dior collaborated with several key retailers all over the world like Saks, Colette, The Webster in Miami, Antonia in Milan, The Corner in Berlin, Isetan in Tokyo, Hankyu in Osaka, Shinsegae in Seoul, the IFC mall in Shanghai and so on. Thanks to these partnerships, Dior is able to use 360-degree approach to launching the collection.