Dior Beauty

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Atelier of Dreams

In collaboration with Harrods, Dior Beauty's virtual experience embraces the festive holiday season in an enchanting magical virtual world, alongside a physical pop-up exclusive to the British luxury department store Harrods.
In a first for Dior Beauty, the 'Atelier of Dreams' seamlessly merges the virtual and physical spaces, bringing together the brand values of both Harrods and the luxury beauty giant. The retail experience becomes timeless and location-free, allowing for 24/7 global access and free movement around the magical space while offering a direct purchase from the virtual experience.
The virtual store's second floor is reached through a climb up Dior Beauty's signature tree, leading visitors to the Exclusive Dior Garden, featuring a limited-edition collection of customized cosmetics and perfume products, laid out in an enchanted winter garden settings, under a starry night sky, allowing shoppers to schedule a private in-store showing.
The virtual experience extends Harrods in-store pop-up experience, adding an extra layer of interactivity and brand intimacy while enabling shoppers to purchase their favourite Dior Beauty items directly off the virtual rack.
Alex Unitt, Partnerships Director at Harrods reflects on blending physical retail theatre with digital innovation to create incredibly unique omnichannel campaigns with our partners.
“With the consumer behaviour shifts seen over the past 18 months, the need to think about how the physical and digital worlds converge is ever increasing. While our bricks and mortar Harrods store will always be the core of our DNA, we are committing to creating inspiring and innovative ways of experiencing Harrods in virtual settings. We are delighted that our brand partners are working closely with us in delivering this ambition. The magical festive Dior Beauty pop-up is beautifully delivered in person, but also on harrods.com via our immersive virtual experience. Users can discover exclusive content, explore products and click to purchase – it is very luxurious and wonderfully festive.”
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