Dior and Saks Fifth Avenue kicked off the holiday season in New York City with a spectacular event that stole the spotlight from the iconic Rockefeller Center Christmas tree lighting ceremony. Saks unveiled its holiday window display before Thanksgiving, partnering with Dior for the first time to create the enchanting “Carousel of Dreams.”
The centerpiece of the event was a massive circular building façade inspired by the zodiac signs that are central to Dior’s women’s offerings. The façade illuminated in nine different ways, temporarily stopping traffic on Fifth Avenue for approximately 12 minutes. A-list celebrities like Tracee Ellis Ross, Alexandra Daddario, and Nina Dobrev were seated in private bleachers, adding to the star-studded atmosphere.
Saks CEO Marc Metrick expressed his excitement about the collaboration with Dior, hailing it as an “iconic holiday campaign.” The partnership will be showcased across the entire Saks eco-system, and Metrick thanked Dior for their unparalleled creativity and design, calling it the most ambitious display in Saks Fifth Avenue’s history.
Delphine Arnault, CEO of Christian Dior Couture, also emphasized the significance of the collaboration, calling it a dream come true and a magical tribute to the holiday season. She revealed that their teams had tirelessly worked for over a year to create the breathtaking façade and 24 window displays showcasing the magic of Dior.
The event was further enlivened by a performance from Dior ambassador Jennifer Lawrence, who experienced a humorous hiccup when her belt popped off while expressing her gratitude. The evening culminated in Metrick and Arnault joining Lawrence for a countdown to reveal the dazzling light show and dancers in flowing navy costumes.
Following the festivities, attendees were invited inside the Saks Fifth Avenue store for a cocktail event at L’ Avenue. Metrick underscored the importance of Saks in inspiring people’s lifestyles, emphasizing that it goes beyond being just a retailer. He also highlighted that the exclusive Dior collection is only available on Saks’ website.
Despite the success of the event, Saks faced negative publicity the next day with allegations of non-payment from vendors. However, the parent company Hudson Bay Company reassured that Saks had raised $340 million to support its growth and ensure its continued success.
The collaboration between Dior and Saks will continue illuminating Fifth Avenue until January 2024, perfectly coinciding with Saks Fifth Avenue’s 100th anniversary. With the stunning holiday display and the substantial cash infusion, Saks is destined to make this holiday season and its upcoming milestone a celebration to remember.
Please find below two useful links relevant to the article:
1) Saks Fifth Avenue Official Website
2) Dior Official Website
