Christian Dior Parfums is popping up in a key market for the all-important holiday season.
The multicategory beauty brand is opening a holiday pop-up in Miami at Aventura Mall, which opened this week and will run through Jan. 5. It held a similar activation in the same mall last year. The space follows the brand’s holiday theme, Ball of Dreams, which draws inspiration from costume balls at the Château de Versailles.
The space, in the center court of Aventura Mall, opens to a gilded Christmas tree and leads into a reinterpretation of the Hall of Mirrors, which showcases key fragrances such as Miss Dior, Sauvage and J’Adore.
There is a fireworks display exhibiting the luxury fragrance range La Collection Privée, as well as a gallery with the limited-edition Sauvage Elixir x Baccarat collaboration, Eva Jospin’s limited-edition Miss Dior Mini Trunk and the Jean-Michel Othoniel-designed L’Or de J’Adore. That precedes the gifting atelier, which offers personalization and consultation services, per a statement from the brand.
Dior has made a heavier emphasis on brick-and-mortar retail in recent weeks. The pop-up comes days after the opening of Dior’s first permanent fragrance and beauty boutique in the U.S., which opened in New York Oct. 30. At the time of the opening, the brand said the storefront would be the first of openings in Florida, California and Canada.
“Our North Star is brand desirability, and building Christian Dior Parfums into the most desirable, number-one, leading luxury fashion beauty house in the U.S. We’ve set out some very clear strategic priorities around building that and securing leadership in all key categories,” said Charlotte Holman Ros, president of North America of Christian Dior Parfums, at that time. “We’re on a journey to transform our retail network and retail business, which is at the heart of that [strategy].”
Miami is still a hotbed of activity in prestige beauty, which is outpacing growth in the mass market, per Circana data. Last year, Macy’s Inc. unveiled its new luxury concept in its Dadeland store that comprised new shop designs and technologies from La Mer, Jo Malone, Gucci Beauty, Yves Saint Laurent Beauté, Armani Beauty and more.
