Saks Fifth Avenue, the American department store chain, unveiled its first immersive experience in collaboration with a luxury fashion brand for the holiday season. The department store partnered with Dior to install the brand’s “Carousel of Dreams,” owned by LVMH, in its flagship store in New York.
In November 2022, Dior adorned the iconic windows of the Harrods department store in London as a tribute to Christian Dior, who had a particular fondness for the holiday season. Dior took control of 44 windows, the Knightsbridge store facade, a café, and two pop-up boutiques. The collaboration generated over £25 million in sales and transformed Dior into the top-selling brand at Harrods.
In 2023, the House of Haute Couture chose to set up shop for the holiday season in the United States.
Saks, the American department store chain located on Fifth Avenue in New York, and Dior teamed up for the festive season to create the “Dior Carousel of Dreams.” It marks the first time the retailer has collaborated with a fashion house to offer an immersive holiday experience.
“This holiday season, we are proud to unite Saks and Dior and excited to offer the World of Dior exclusively to saks.com customers,” said Marc Metrick, CEO of Saks. “The exciting synergy of this collaboration showcases the power of the Saks Fifth Avenue brand and the strength of our partnerships with the world’s leading fashion brands. For decades, we have presented our holiday windows and light show as our gift to the city of New York, and this year, we are delighted to bring Dior’s magnificent design to Fifth Avenue for all to enjoy.”
Bright Winter Creation
Dior will transform the flagship department store into a winter wonderland, featuring a reimagined light show experience, a complete visual takeover of Saks’ 10-story facade, and the most extensive window display ever created in collaboration. “Dior’s Carousel of Dreams” at Saks will be launched on November 20.
For the 14th consecutive year, Saks’ Christmas windows and light show will be presented by Mastercard.
Delphine Arnault, CEO of Dior, stated, “I am thrilled and so proud that Dior is collaborating with Saks for this exciting event. ‘Dior’s Carousel of Dreams’ at Saks is a fabulous tribute to the dreams and magic of the holiday season, dear to Dior’s heart from the beginning, as well as a tribute to the iconic codes, creativity, and excellence of the House. But it is also, and perhaps most importantly, an ode to the visionary fascination our founder had for the United States, especially New York, which Monsieur Dior visited in September 1947, shortly after the triumph of the New Look and just before embarking on a journey through the States.”
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