Dior revisited: Exhibition celebrates luxury scent

The show features specially commissioned works from 15 female artists who were given a carte blanche brief and told to ‘decipher the unique fragrance’ in any way they pleased. The results include various works, ranging from a short film starring Natalie Portman – the current face of Miss Dior – to a large-scale installation interpretation of the bow that adorns the bottle.

The exhibition also includes a gallery of rare photographs and art works that Dior has assembled as inspiration for his collections.

This is not the first time a luxury brand has dedicated an exhibition to its house fragrance. Earlier this year, Chanel celebrated its No 5 fragrance with a travelling olfactory experience. Both examples show a new way to align consumers with a brand, forming a deeper connection, by showing their heritage and appreciation for craft. For more, see our Save Our Artisans microtrend.