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Luxury Retail | July 17, 2019

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Dior Pink City

Dior Pink City

Dior has launched a worldwide beauty pop-up concept, called Pink City

While Chanel creates the sensation in Asia with its brand new Coco Flash Club, Dior unveils these days and until June 30 an astonishing ephemeral space called Pink City.

A street corner signed Christian Dior

Unveiled exclusively in Macau in partnership with the DFS duty free space and Galaxy Macau shopping mall, Dior City Pink aims to offer an “immersive journey into the heart of Dior’s iconic beauty products and their legacy.”

Entirely devoted to the House’s Beauty and Perfumery offer, the pop up puts on a chromatic bias without concessions: the rose. A choice in the thematic continuity of the new campaign “Be Dior, Be Pink” featuring the model and actress Cara Delevingne on a title of the group Aerosmith himself entitled … “Pink”.

The Dior City Pink space has been conceived as a real small neighborhood where four distinct corners are located on both sides of an intersection. These different places of life have the peculiarity of having each one of an unprecedented functionality in order to propose, as a whole, a global multi-sensory experience.

The journey begins with a Pink Flower Shop with bouquets where the visitor is invited to discover the main floral components of Dior bestsellers fragrances. The Pink Library was later conceived as a lounge area dedicated to discovering the hues of the latest Dior Addict Stellar Shine lipstick. The master piece? An arty sofa evoking a superposition of red sticks.

On the other hand, the Pink Music Hall features makeup booths with artists’ lounges, a karaoke area and a photocall. Finally, the Pink Café concludes the visit with a selection of pastries and rose drinks.

Animation at Dior Pink City also includes tutorials from the brand’s makeup artists, floral workshops, lipsticks case customization service, and gift box composition and packaging workshops. Retailtainment and exclusivity: enough to attract the attention of travelers at a time when the figures of travel retail stop flying …

By journalduluxe