Dior Carousel of Dreams at Saks. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Dior.

This year Saks Fifth Avenue has joined hands with the iconic French brand Dior to unveil the grandeur of the “Carousel of Dreams.” This extravagant collaboration marks a historic milestone as Saks, for the first time in its celebrated holiday tradition, has partnered exclusively with a distinguished luxury fashion house.

A colossal endeavor that required the dedication of 100 artisans and an extensive 10-month planning process. From the meticulous design phase to the manufacturing of bespoke elements in Italy (not in France) and their subsequent transportation to New York, this awe-inspiring transformation stands as the largest takeover in Saks’ illustrious history.

Everything is gigantic, as if it shows the spirit of Dior today, which came as “Folie de Grandeur”, or simply Megalomania of the luxury brand. 

Launching the 360-degree campaign on a magnificent Monday, the unveiling at Saks Fifth Avenue’s flagship store in New York left patrons enchanted. This monumental showcase spans across various dimensions, commencing with the exclusive World of Dior digital pop-up on Saks.com (which is NOT available on the web-site at the moment), unveiling the holiday windows, and culminating in a 10-story-tall theatrical light show that captivates the senses.

Delphine Arnault, CEO and the chairman of Dior, expressed profound pride in this collaboration, stating, “The traditional holiday celebration at Saks, inaugurated by its marvelous Light Show on the iconic Fifth Avenue, is one of the most keenly awaited, spectacular, and enchanting in the world.”

Arnault further emphasized the symbolic significance of the collaboration, tracing it back over 70 years to the initial bond forged by Monsieur Dior himself. She elucidated, “The unique alliance between Saks and Dior… has a highly symbolic value for our House, bringing together the unwavering history we share with the United States and our perpetually reinvented heritage.”

Emanating Dior’s emblematic themes, such as the star, the clover, and the zodiac signs, the installation pays homage to Christian Dior’s legacy and superstitious inclinations. Drawing inspiration from the Dior cruise 2024 collection, the façade stands as a gigantic sculpture during the day, adorned with intricate watercolor effects and metallic elements crafted by Italian artisans. As night descends, the façade transforms into an enchanting canvas illuminated by a light show—woven with nearly 300,000 LED lights and a symphony of melodies.

The Dior Carousel of Dreams at Saks stands not only as a testament of riches of this luxury brand but also as an ode to everything luxurious.

This façade and digital pop-up at Saks’ website will stay until January 5. This collaboration stands as a beacon of luxury, reaches, and something far from the reality, and far from what Dior represents today.

This year, Saks Fifth Avenue’s holiday windows tell the story of Monsieur Dior’s journey from Paris to New York City. These windows serve as a visual tableau, merging iconic landmarks from both cities.

The Parisian section of the windows boasts renowned landmarks such as the majestic Eiffel Tower, the iconic Arc de Triomphe, the serene Jardins du Luxembourg, and the historic Dior flagship at 30 Avenue Montaigne.

As the story unfolds and Mr. Dior arrives in New York, vivid window projections and animated displays portray his adventures. He zips along the Hudson River in a boat resembling a Dior shoe and gracefully glides across the Rockefeller Ice Rink on a sled shaped like the famed Miss Dior perfume bottle. Amidst his escapades, the Statue of Liberty, the Brooklyn Bridge, and the iconic Saks Fifth Avenue New York flagship make delightful appearances.

One window exhibit showcases miniature trunks, highlighting pivotal moments in Dior’s history. These include the luxury house’s monumental 1972 fashion show at Saks Fifth Avenue and the Christian Dior exhibition at the Metropolitan Museum of Art in 1996. The final scenes depict oversized Dior lipsticks bustling towards Times Square for the New Year’s Eve celebration, culminating in Mr. Dior welcoming the New Year in style.

The windows are adorned with elements like snow globes, microworlds, carousels, and cuckoo clocks. The celestial-themed clock on the store’s exterior, embellished with zodiac symbols, encapsulates the key influences for both Christian Dior and Maria Grazia Chiuri, featuring motifs crafted in collaboration with Pietro Ruffo seen across the cruise 2024 collection and design elements on the façade.

The main floor hosts a mesmerizing carousel installation exhibiting unique Christian Dior haute couture dresses choreographed to elegantly twirl. These dresses, bearing names like “New York,” “Amérique,” and “Fifth Avenue,” embody silhouettes envisioned by Christian Dior between 1949 and 1955.

Expanding their holiday collaboration, Saks and Dior introduce an augmented reality (AR) social media experience. Users on Instagram, Snapchat, and Facebook can engage with an interactive AR filter, using design elements of Dior’s Carousel of Dreams at Saks on their own photos. Available now (but not seen yet) through Jan. 5, this AR experience amplifies the desperate desire of Dior luxury brand to reach everyone and to be everywhere.

Dior’s Megalomania and Brand Value

Here’s a table for you concerning the brand value. 

What is a brand value you ask? It’s the monetary worth of a brand, based on functional value (it will save you time), social value (it will impress your clients), and emotional value (it will bring you joy).

So let’s see how Dior is doing in this department, and how this brand values. In fact, according to the Interbrand, as well as many research and consulting companies, Dior lost to Chanel, Hermes, Adidas, Dior even lost to Zara and H&M! Surprise, huh?

Fashion brands Chanel and Hermes far in front of Dior, they take 22 and 23 place in this rating. Dior is also far behind Gucci (34 place), Adidas and Zara – 42 and 43 places. Even H&M is a more valuable brand than Dior – it took 56 place. Who’s less valuable than Dior you ask? Only Prada – 86 places and Tiffany & Co – 89 places. 

Do you think this Dior’s Carousel of Dreams at Saks in New York will help in bringing more value to the brand?