Last chance: So Dior at Harrods
Gosh isn’t there a lot going on with retail right now? Online may be the all-powerful monster threatening the high street, but bricks and mortar stores are fighting back by ramping up the drama and excitement on offer.
This weekend is your last chance to get involved in the multi-sensory experience that is Dior at Harrods. A mammoth celebration of the links between the Parisian fashion house and London, it comprises a pop-up shop, an exhibition, a cafe and exclusive beauty products, not to mention the outstanding window schemes. It’s a very clever all-encompassing world of Dior that has taken months of planning and execution. As I was told by the Harrods PR, “Dior is an importance brand for us, and us for them.” And as Harrods is the second most popular tourist destination in London, this is a great coup for both parties.
So how best to navigate? Start with the windows. For the launch, VIP guests were led along a velvet-roped route, taking in all the Brompton Road windows which celebrate London’s famous emblems. These include my favourite window of a London Eye replica, dripping with Miss Dior bottles…
Then enter the store via the side entrance on Hans Road, where you will find the Dior pop-up shop, all cloud grey paintwork with white cornicing and genteel Dior ‘comma heel’ shoes. If you’re feeling spendy, feel free to pick up a special Diorissimo bag lined in tartan…
To get to the main attraction, the So Dior exhibition, take the escalator or one of the Dior-ified lifts to the fourth floor. Don’t worry, the store is signposted to the hilt…
Give yourself plenty of time to explore the exhibition in detail – you will need it. There are dozens of engaging and exciting touches to delight the senses – from the miniature reproductions of 40 of Dior’s most iconic creations, to the digital trickery of a giant-sized picture book (wave your hands above it to ‘turn’ the pages). I also loved the digital illustrations that magically appear above a line of toiles on dummies, bringing the designs to life.
Next door is the Dior cafe, where you can drink special blend Dior tea and indulge in lobster club sandwiches and cupcakes. (You can also pick up cupcakes and tea to go, from the food hall downstairs – stock levels allowing…) The cafe is beautifully decorated with Mats Gustavson’s painterly illustrations…
If you’re still not Dior-ed out, there’s the beauty booty to discover. Head to the corner Hans Crescent entrance where you’ll find a counter groaning with all manner of exclusive goodies on offer – from special nail art, to an exclusive palette and two exclusive nail colours. If you only buy one souvenir to take with you, maybe it should be the Gris Montaigne EDP, available exclusively at Harrods for the duration of the Dior at Harrods takeover. (Memo: It ends this weekend.) Fragrance is all about memories after all, and what better reminder to have of this feast for the senses?
