A new experience: Dior and Harrods join forces

LS:N Global was invited to the launch of this luxury union, which married the sophisticated French brand with iconic images of Britain.

In a nod to our Symbiotic Branding macrotrend, Dior has taken over the fourth floor of Harrods, transporting visitors to 30 Avenue Montaigne, Dior’s Paris headquarters, and immersing them in a world of luxury. 

Royal Mail postboxes in iconic grey and white Dior colours stand proud in Harrods’ windows, alongside telephone boxes with Dior’s New Look signature silhouettes and Royal Beefeaters dressed in designs by Dior’s artistic director Raf Simons. 

Shoppers will also be able to view mannequins dressed in Dior’s defining pieces from past decades and pick up a bottle of Dior’s celebrated scent J’Adore. 

The Dior Experience will be at Harrods from 16 March to 14 April. Keep an eye on our Innovate section for more analysis of the store.