ABOUT

Miss Dior Avenue is an expansive pop-up store meticulously designed to celebrate the unveiling of the latest Miss Dior fragrance. The concept behind this innovative pop-up was to evoke the ambiance of a 1960s-style street.

Upon approaching from Melrose Avenue, guests are greeted by a striking pink facade. Upon entering, they are transported into an 'avenue' featuring a Main Street flanked by facades and a side street. This immersive space houses a cinema showcasing a film about the new perfume, as well as 'La Parfumerie'—a unique retail space where guests can purchase the product while also learning about its history. The interactive display features vintage hairdresser chairs with audio narratives emanating from the drying heads and videos projected onto an impressive vintage stacked TV installation.

Adjacent to the main avenue, guests can enjoy refreshments at the Miss Dior Cafe, where they have the option to sit indoors or in a charming alley street. This alley features two interactive elements: vintage phone booths where guests can listen to a message from Nathalie Portman - the face of Miss Dior - and a Miss Dior themed photobooth.

The culmination of the pop-up is a flower shop. Its facade offers a space where guests can receive a fresh flower bouquet, while behind the door lies an immersive mirror installation adorned with flowers throughout the space.

Miss Dior Avenue stands as a sophisticated and detailed pop-up, ingeniously celebrating the new Miss Dior Perfume. It has garnered considerable success in terms of footfall and effectively communicates the new campaign for the perfume.