I love this concept store by Christian Dior Couture, developed in collaboration with WASP, the Italian 3D printmaker. A unique installation of two circular modules, crafted from natural materials (clay, sand, and raw fibres). Inside, Maria Grazia Chiuri’s designs, are on show. The ‘Toile De Jouy’ motif is embroidered on them.

A few thoughts come out from this pop-up store, that helps us to identify core attributes of a Luxury brand:

UNIQUENESS. Not only the setup by itself but the location, at beautiful Dubai´s Jumeirah Beach, make this project unique.

Luxury brands love ART (so do the other way around). This project is, by itself, a one-in-a-kind art expression. The walls are enveloped with the Dior house’s characteristic Cannage design.

Disruptive INNOVATION and SUSTAINABILITY (“Greenovation”). WASP´research mission is to create 3D printed eco-housing from natural materials. Like a digital Taylor, they have created this habitable structure, in never-seen-before proportions.

By opening Pop Up stores in high-end resorts and tourist destinations, luxury brands aim to deliver to their customers an experience that they can not find in a permanent urban store. These Pop-ups have been an important trend in recent years: initially, it was merely a communication tool, but it has become a very effective way for brand-to-human marketing. Customers´ moods change when they are on holiday or enjoying a natural environment. Meaning, a destination pop up needs to provide a different declination of the Brand identity than when displayed at a high-street store. This Dior Project at Nammos Group Dubai master the game (Dior was running around 25 pop-up stores a year, worldwide, before the pandemic).

Have you had the chance to visit this Project? Hurry up… moving out soon.