Ever since the Covid crisis hit the world, a new summer tradition has emerged in the realm of luxury – the Dioriviera pop-up invasion in the most glamorous hotels of international Rivieras. This innovative approach to extending the domain of luxury takes the form of an enchanting proliferation of the iconic Dior toile de jouy monogram in various prominent areas of the hotel, such as the inviting poolside, the serene spa corners, and much more. The power of this code, revitalized under the creative direction of Maria Grazia Chiuri, exudes an unparalleled visual impact, instantly associating the hotel with the world of Dior. It perfectly captures the notion that Dior follows its esteemed clientele wherever they may be. This extraordinary venture not only serves as a remarkable branding exercise, but also enjoys resounding commercial success.
Each year, the toile de jouy design undergoes subtle transformations, primarily in terms of the chosen color palette, in order to align with prevailing trends. And it comes as no surprise that customers adore these annual adaptations! This year, Dior decided to embrace the pink hue, staying in tune with the mega trend of “Barbiecore,” which acts as a vibrant counterpoint to the concept of “Quiet Luxury” for those seeking a bolder experience. In line with the Barbiecore theme, the iconic Beverly Hills Hotel served as the perfect backdrop for the grand showcase of the Barbie-inspired Dior Invasion. The collaboration magnificently highlights the luxury industry’s growing fascination with the domain of hospitality, where two influential worlds intertwine.
Please note that the Barbie film and the house of Dior have not joined forces for this project.
Useful links:
1. Dior Official website
2. The Beverly Hills Hotel Official website
