Dior Parfums

Dior Parfums

Christmas Pop-up Store


Develop an activation that could transform the Christmas peak sales period into a memorable beauty experience and provide guaranteed news coverage for Maison Dior fragrances.


Breathe life into a celebration of light by illuminating the primary streets of the Milanese holiday shopping district with a set of magical lights – from Piazza Castello to Via Dante, through Via dei Mercanti and Corso Vittorio Emanuele II. The installation culminated in Piazza San Babila, where visitors could purchase the iconic fragrances J’Adore, Miss Dior, Joy by Dior and Sauvage in a pop-up store. Also available, were several limited-edition items, such as Rouge Dior lipstick and Rouge Blush, with couture-inspired details. The array of scheduled activities – by reservation only – included taking a masterclass with several Make-Up Artists and meeting two students from the Accademia di Brera – selected by Dior for a scholarship – who creatively decorated glass Christmas ornaments. Anyone who purchased a fragrance was also entitled to receive an assortment of gifts that were customized on the spot, such as toiletry bags, ribbons, illustrations and table arrangements made by a Flower Artist.


24 days of activation
1Km of Christmas lights
15 events
+5.000 visitors