Dior launches takeover display at Saks flagship in NYC

By

Jennifer Braun

Published
May 16, 2021

Dior is taking over the facade of Saks Fifth Avenue in New York City.

As part of the Dior fall 2021 line by Maria Grazia Chiuri, inspired notably by the spirit of Marco Lodola’s New Futurism, the Italian artist has created an exclusive scenography for the store. 

It will light the facade of the iconic flagship full of color and faces, marking the first time that a scenography designed by a luxury house has been displayed on such scale on the historic store’s façade. 

Dior is also taking over Saks’ display windows and various other spaces with installations by Lodola that reinterpret the collection’s colors and codes, combining creative freedom and joie de vivre. Displays can be found in the brand’s handbag and ready-to-wear boutiques, the beauty department, the men’s department and at the Fifth Avenue Club. 

Next, Lodola’s animation work will also be seen in Paris at the company’s Champs-Élysées and Saint-Honoré boutiques, as well as in Milan, Rome and Forte dei Marmi in Italy, Seoul and Shanghai, along with other special concepts in Athens, Toronto and at Harrods in London.

The Dior fall 2021 takeover will be on display through May 26, 2021.

Earlier this month, Dior also unveiled a playful pop-up in Vancouver, Canada, which was created for the French luxury brand’s pre-fall 2021 men’s collection and was designed by Dior’s menswear creative director, Kim Jones, in collaboration with American street artist, Kenny Scharf.