French luxury house Dior is to showcase and sell Raf Simons' first collection for the company via a series of high-profile pop-up units. The company stated it will open several pop-up shops in its key global stores in the coming weeks.
Other boutiques around the world expected to stock the collection include Joyce in Hong Kong, 10 Corso Como in Milan, Maxfield in Los Angeles, Isetan in Tokyo, My Boon in Seoul and IT in Beijing.
Dior chief executive Sidney Toledano confirmed the demand for Dior’s new women’s collection was very high and told WWD: “We had a lot of demand, and we didn’t want to be everywhere,” Toledano told WWD.
Spanning window displays, furnishings, photo exhibitions and a playlist of electronic music by French DJ Michel Gaubert, the installations — some measuring several hundred square feet — are slated to last for up to three weeks, reported WGSN.
The first debuted earlier this month at Jeffrey in Lower Manhattan in tandem with New York Fashion Week. An 11-day residency at Colette kicks off during Paris Fashion Week.
The Joyce pop-up will take over the majority of the ground floor of its 25,000 sq ft flagship on Queen’s Road Central, Hong Kong.
Meanwhile, Bergdorf Goodman just christened a new Dior 800 sq ft women’s boutique in one of its most prominent locations on the second floor.
Dior is also plotting a major, month-long initiative at Harrods in London that kicks off next month, details of which are to be disclosed in the coming weeks.
Image: Dior SS13