These days luxury retailers are finding various ways to engage Chinese consumers. Exhibits have become a popular choice.
Last Friday, Dior unveiled its “Miss Dior” exhibit in Shanghai. The show will run until July 20, and features paintings, installations, films, photographs and montages — all to showcase and “unlock the secrets” of the brand’s namesake perfume. The company noted that the exhibition “weaves together the many sources of inspiration behind the legacy of Christian Dior.”
The exhibit also seeks to bridge the world of fashion and art by highlighting founder Christian Dior’s relationship with popular artists like Pablo Picasso, Man Ray, and Salvador Dali.
The exhibit features the work of 16 female artists, according to Luxury Daily. Each piece included in the exhibit is also accompanied by an artist explanation of what inspired their “Miss Dior” work.
‘Miss Dior’ exhibit, which originally debuted in Paris last November, is located in the Sculpture Space in Shanghai. The art is complemented by white walls and floors. The largely white motif is a reflection of current industry trends as well as the luxuriousness of the Dior brand.
Celebrities such as Natalie Portman, Angelababy, and Ziyi Zhang came out for the Shanghai opening.
This is not the only exhibit Dior is currently holding. “Le Petit Théâtre Dior,” a traveling exhibit, started at Dior’s flagship store in Chengdu on May 31. The rather unique display is composed of miniature versions of their couture designs.
image credit: dior