CHINA. Dior and China Duty Free Group have joined forces this month to launch the ‘Designer of Dreams’ pop-up in the CDF Mall in Haitang Bay.
The pop-up is an immersive cross-category simulation of Dior’s Avenue Montaigne headquarters, and offers plentiful gifting and personalisation opportunities for travelling shoppers. The pop-up opened at the beginning of China’s Golden Week (1-7 October) and will run until 31 October.
The Designer of Dreams pop-up invites travelling shoppers to discover Dior’s beauty and fragrance universe through various retailtainment touchpoints. The journey begins with fragrance consultations, followed by professional make-up tutorials, and finally a Dior Prestige skincare masterclass. Guests also get the chance to personalise their Dior purchases with embroidered pouches, wish tags, gift cards, and brooches.
The pop-up also highlights the star products from Dior’s fragrance, make-up, and skincare portfolios. These include the Miss Dior, J’Adore, Sauvage and Joy fragrances; the Rouge Dior lipstick range; and the Rose de Granville oil from Dior’s prestige skincare line.
According to Parfums Christian Dior Travel Retail China & Japan Vice President Olivier Salmon, launching a pop-up in Haitang Bay during Golden Week has become a tradition in its own right at Dior. He said: “Dior has built a fantastic golden dream for customers in Haitang Bay this October. Holding a pop-up store in Haitang Bay during Golden Week has become an anniversary celebration, since Dior originally initiated the grand event.”
“Dior is always committed to bring better and outstanding shopping experiences to customers in Haitang Bay with our faithful business partner – China Duty Free Group” –Parfums Christian Dior Travel Retail China & Japan Vice President Olivier Salmon
For China Duty Free Group Vice President of Central Merchandising Division Terry Chua, the pop-up has been a great opportunity to create a ‘golden’ shopping experience in Haitang Bay. He said: “It is our pleasure to present to our customers another golden moment with Dior at Haitang Bay International Duty Free Shopping Mall, Sanya. We can only wait patiently while the creators at Dior dream up the next Dior event.”
In collaboration with Globuy
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As a lead partner of The Moodie Davitt Report, this story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税],
