MACAU, CHINA. LVMH-owned luxury and beauty house Dior has partnered with DFS Group to unveil an Asia Pacific travel retail summer pop-up at DFS Galaxy Macau.
Located at the Pearl Lobby, Galaxy Promenade, the promotional space was launched on 7 July and is described as the largest of its kind in the regional channel.
The Moodie Davitt Report China Editor Penny Zhou was on hand to experience the activation.
The tri-axis pop-up is designed to bring the brand’s curated selection of summer-inspired fragrance, skincare and makeup creations to life, while offering travellers a French Riviera holiday experience through fun, immersive and engaging retailtainment elements.
Among the highlights of the campaign is the release of a limited-edition La Collection Privée fragrance range and an exclusive summer makeup collection.
The pop-up features impactful visuals evoking a Mediterranean beach getaway to pay homage to the brand founder’s favourite holiday destination.
The Dioriviera space is adorned with the timeless Christian Dior ‘Toile de Jouy’ print which comes in three colours – terracotta as the primary hue, complemented by emerald green and annis yellow.
The pop-up’s colourful interiors provide ideal spots for guests to capture commemorative selfies.
To share the spirit of Dior’s summer lifestyle, guests are encouraged to indulge in a variety of curated personal services tailored to enhance their experience, including handcare and massage, and skincare consultation.
For a more exclusive experience, only guests at this event can enjoy the Galaxy Macau Glow Summer Look, handcrafted by Dior Makeup Creative and Image Director Peter Philips.
They can also enjoy refreshing summer drinks and desserts at the pop-up’s Dior Café.
Summer 2024 Collection
The Dior animation at Galaxy Macau showcases the limited-edition Summer 2024 collection, designed by Peter Philips.
The range is inspired by the “bohemian summer spirit of the Côte d’Azur” and the vibrant colours of nature – sky blue, pastel lavender, radiant coral and sensual bronze.
The makeup collection features easy-to-apply formulas and a fresh palette.
Philips said: “This collection embodies the Riviera lifestyle – with that touch of bohemian chic. Bright colours, as well as pastels, reflect the beach cabins, the sea and coastal landscapes. I wanted to convey the promise of an endless summer with some really sunny shades combined with softer hues.”
The Diorshow 5 Couleurs palette features two colour harmonies of pastel shades and sensual bronze hues, embossed with the famed Dior logo. These limited-edition palettes (Diorshow 5 Couleurs 333 Coral Flame and 933 Pastel Glow) offer shimmer and glitter finishes.
Lightweight to touch, the texture allows the colours to blend easily together to create a variety of makeup looks.
Coral Flame offers subtle yet colourful details, featuring shades of warm bronze, subtle copper, amber brown and luminous sunshine yellow around a fiery coral.
Pastel Glow combines soft lilac, pinks and taupe browns, with an extra-cool mint blue.
In a tasteful tribute to the colours and lights of the French Riviera, Philips created an exclusive creation for Galaxy Macau, the Glow Summer Look. It comes with a vibrant Diorshow 5 Couleurs 333 Coral Flame, alongside the signature Dior Addict Lip Glow in 061 Poppy.
Limited-edition La Collection Privée
Customers can discover the full range of Dior’s La Collection Privée located at the entrance to the pop-up.
Three of the key fragrances from La Collection Privée are presented in a limited-edition case embellished with the Toile de Jouy print in different summer hues, designed by Dior Creative Director Maria Grazia Chiuri.
Eden-Roc offers accords of sea salt, white flowers and pine, reminiscent of the Mediterranean breeze.
The trio also includes Jasmin des Anges, which features floral and fruity notes of syrupy jasmine and apricot nectar, blended with hints of honey.
The Dioriviera is crafted with a combination of soft-rose and green-fig notes. The scent is now available as a liquid hand and body soap and hand and body lotion.
In addition, the La Collection Privée collection has included a limited-edition travel spray housed in Toile de Jouy packaging, which can be paired with the scent of your choice.
To complete the experience, Dior offers travellers a range of personalisation services including engraving when they visit the nearby Dior boutique. Customers can also receive a summer pouch with embroidery service with certain purchases.
Dior and LVMH Beauty Travel Retail Asia Pacific Managing Director Catherine Sauvage said: “The launch of the Summer in Dior pop-up at Galaxy Macau is a momentous milestone for our brand. It signifies a robust tri-partite collaboration that showcases our dedication to crafting a holistic Dior experience for our clients.
“This summer we would like to invite everyone to live the Dior lifestyle of Summer and escape to the Dioriviera here at Pearl Lobby, Galaxy Promenade, where every moment is a colorful and luminous getaway – a promise of an endless summer filled with freedom and serenity.”
DFS Group Beauty Amael Blain added: “We are excited to collaborate with the House of Dior for the Summer in Dior pop-up at Pearl Lobby, DFS Macau, Galaxy, representing an important milestone for our partnership. The event features a limited-edition collection from La Collection Privée, an exclusive summer makeup collection in addition to other surprises.
“The customer experience is outstanding, with guests welcomed to embark on a journey that empowers limitless number of services: consultations, personalisation, beauty services, and Dior lifestyle ateliers. The experience will culminate in the capture of memorable photos within our stunning pop-up.” ✈
