Harrods Partners With Dior On Store Takeover

HARRODS is partnering with Christian Dior on a huge-scale store takeover this spring. The famed department store will become a tribute to the French fashion house - featuring never-before-seen exhibitions, displays and in-store activity.

The Brompton Road store windows will be transformed by Dior's instantly recognisable colour scheme of grey and white - with the theme a blend of "French Savior Fair and British charm". Iconic London post boxes and telephone boxes will feature prominently, featuring a series of exclusive limited edition Dior products and silhouette cut-outs, while Royal Beefeaters will wear costumes designed by the house's creative director, Raf Simons.

"Like the house of Dior, Harrods is reputed for astounding and satisfying its elegant women all over the world," said Sidney Toledano, president and CEO of Christian Dior. "The inspired collaboration with Harrods not only draws attention to Monsieur Dior's relationship with the fabled department store but also affirms the house of Dior's continued high standards via creation and discernment."

Inside the store, and Harrods' fourth floor will become "the ultimate Dior experience". Visitors will first come face-to-face with a reconstruction of the façade of 30 Avenue Montaigne - the famous Paris Dior headquarters - before exploring a host of different displays; focusing on everything from the house's Lady Dior handbag to its instantly recognisable scent, J'Adore.

Sketches and mini-mannequins help bring past looks to life, while the Stars in Dior installation features the actual dresses worn by famous faces including Emma Watson, Marion Cotillard and most recently, Jennifer Lawrence. Finally, the Café Dior pop-up restaurant will serve a host of dishes to reflect Monsieur Dior's love of good food - from lobster club sandwiches to Dior cupcakes.

"Our archive team at Harrods unearthed wonderful images of Christian Dior visiting Harrods in the Fifties and this is a beautiful part of the exhibition. Equally stunning dresses worn by the likes of Elizabeth Taylor, Princess Margaret and Lady Diana alongside contemporary designs by Raf Simons are a real highlight," said Marigay McKee, chief merchant at Harrods. "The Dior at Harrods windows will also highlight exclusive product created especially for the collaboration, in a truly inspirational presentation which celebrates Dior's love of London. We hope our customers will experience a fascinating journey through the store, unveiling intricate details of Dior's rich heritage and that they will be inspired and delighted by the collaboration."

The Harrods Dior takeover will run from March 16 to April 14, 2013. See a preview of the exclsuive products on offer in the gallery feaured left.

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SARAH KARMALI |  12 MARCH 2013  |  Article Link