Now, the plan announced by the couture house last October to invest in the New York department store for the holiday season has become a reality. One of the highlights of this collaboration is a monumental artwork displayed on the facade of Saks Fifth Avenue.
The artwork, known as the “Carousel of Dreams,” is a 35-meter high wheel that showcases the symbols that were dear to Dior’s founder, such as the star, the clover, and the signs of the Zodiac. This unique installation, which will be on display until January 5, 2024, also pays homage to the motif designed by illustrator Pietro Ruffo for Dior’s latest Cruise show.
While the primary focus of the installation is its spectacular nature, it also holds a deeper meaning. It marks the 70th anniversary of the collaboration between Dior and Saks Fifth Avenue, embodying a quest for significance. Additionally, the collaboration has inspired the creation of 24 store windows, each featuring miniaturized sets.
The launch of this collaboration was accompanied by a grand event earlier this week, featuring a performance by 60 dancers from the Martha Graham Dance Company. Every evening, visitors can witness unprecedented lighting effects that follow three themes: creation, nature, and winter. These lighting effects are displayed between 4:35 pm and 10:35 pm, adding a captivating element to the overall experience.
Through this project, Dior aims to gain significant visibility during the crucial holiday season. To achieve this, they have implemented strategic initiatives within the store, including the introduction of a temporary beauty space, exclusive products available only at Dior points of sale in the store, and a World of Dior pop-up displayed on the Saks e-commerce site.
It is worth noting that this collaboration is the first time Saks Fifth Avenue has partnered with a fashion house to offer such an immersive experience during the holiday season.
Useful links:
– Saks Fifth Avenue
– Dior
