Dior Atelier of Dreams lights up Hong Kong Airport for festive season

Dior dazzles this Christmas

HONG KONG, CHINA. The House of Dior has partnered with Airport Authority Hong Kong, The Shilla Duty Free and JCDecaux Transport to unveil a multi-dimensional Dior Atelier of Dreams event for the Christmas holiday season.

The Moodie Davitt Report Asia Bureau Chief Jeannie Wong was on hand at the Dior Holiday launch event at Hong Kong International Airport on 22 November, which was attended by representatives from  each of the stakeholders.

The activation is in place from 16 November until 10 January. Its highlight is a giant Christmas tree airside, while travellers can also discover the Dior Atelier of Dreams pop-ups located in East Hall North and East Hall South.

Dressed in Dior: The giant Christmas tree takes pride of place in a busy area of the terminal

Each offers a wide range of holiday limited-edition offers, timeless Dior choices and Art of Gifting selections featuring personalised services.

The pop-up takes inspiration from the renowned Le Jardin des Tuileries (Tuileries Garden), which has been reimagined and transformed into an immersive space replete with Dior gifts.

The imposing Dior Christmas tree illuminates the airport, standing tall as a symbol of togetherness, warmth, and elegance and enticing travellers to take photos to keep as a memory.

The nearby Atelier of Dreams pop-ups are illuminated with the Dior Carousel of Dreams, where a traditional statement of Tuileries Garden is  brought to life.

The pop-ups present Dior’s limited-edition items dressed for the occasion in the golden Tuileries Gardens couture motif, through an artistic collaboration with Italian artist, Pietro Ruffo.

Speaking at the launch, LVMH Beauty Travel Retail Asia Pacific Managing Director Catherine Sauvage said: “I am sincerely thrilled to have the privilege to be here today to unveil a wonderful Dior holidays campaign in the fabulous Hong Kong International Airport. I am sure it will delight and enchant all travellers visiting Hong Kong from all over the world.

LVMH Beauty Travel Retail Asia Pacific Managing Director Catherine Sauvage (centre in white) was joined at the opening by  JCDecaux Transport General Manager Airport Arnaud Redon; JCDecaux Transport Hong Kong & Macau Managing Director Shirley Chan; Christian Dior Parfums, Travel Retail Regional Director SEA, Hong Kong, Macau Chai Yi Xuan; Christian Dior Parfums Marketing & Retail Training Director Travel Retail APAC Katiba Belkhadria; Airport Authority Hong Kong Head of Retail & Advertising Alby Tsang; The Shilla Duty Free Hong Kong Merchandising Director Sangmin Ha; and The Shilla Duty Free Hong Kong Retail Operations Director Ling Lam.

“The traffic at the airport is obviously back and the retail full force in action. I had the very welcome chance last month to attend The Trinity Forum, hosted by HKIA, when I had the opportunity to understand the ambition of the airport to elevate the experience of the travellers through huge infrastructure projects and retail premiumisation to become one of the most desirable airports in the world. In a way, it is a key destination in itself… confirming Hong Kong International Airport on the centre stage worldwide.

“Hence there was no doubt for Dior that it was the right place to bring this most magical experience for this end of the year experience together with other partners. So welcome to Dior Atelier of Dreams where all your wildest wishes come true.

“A dream in Dior taking inspiration from the most iconic Parisian Garden, Le Jardin des Tuileries and transformed into a magical garden enchanted with Dior gifts.”

Show-stopper: The Atelier of Dreams pop-ups are illuminated with the Dior Carousel of Dreams, where a traditional statement of Tuileries Garden is  brought to life
The Moodie Davitt Report Asia Bureau Chief and Head of Marketing & Events Jeannie Wong (second from right) was on hand at the launch ceremony. She is pictured here with (from left) Dior Regional Trade Marketing Manager Julie Nguyen; Blue Chip E&M International Managing Director Flora Lee; and Dior Area Manager, Hong Kong & Macau Jennifer Hsiao

She added: “In this stunning and majestic Holiday Atelier, a magnificent Dior Christmas tree illuminates the place, a symbol of togetherness, warmth, and elegance.

“Nestled just a few steps away, The Atelier of Dreams pop-ups are illuminated with the Dior Carousel of Dreams, where you can discover the iconic House creations – J’adore, Miss Dior, Rouge Dior, Dior Prestige – and the exclusive Holiday limited editions.

“I would like to sincerely thank our partners for the support and partnership – Airport Authority Hong Kong, The Shilla Duty Free and JCDecaux Transport – who have given us the opportunity to showcase our Dior brand DNA & heritage expression to engage all travellers in one of the top airports worldwide.”

Ruffo commented: “To develop this composition, I imagined Christian Dior going for a walk and being inspired by every detail.

“First of all at the entrance, the gate seems to be sculpted in lace, and very quickly, there is the scent of the rose gardens – the Richelieu rose and the Le Nôtre rose – in tribute to the architect of the garden.

“I drew the pattern to look like the fabrics worn by Catherine de Medici, filled with flowers and movement.

“There are also statues in the garden, in particular Mercury and Fame riding Pegasus. And then there is the octagonal ornamental bassin that reflects the splendour of the city of Paris.”

The Dior holiday limited editions include an array of Christmas fragrance and makeup sets.

Le Mini 30 Montaigne unveils a discovery set that depicts the facade of the historic boutique at 30 Avenue Montaigne. Once opened, this Dior set reveals a design inspired by the Tuileries Garden, created by Pietro Ruffo. The statues from the royal gardens intermingle with golden spirals and blossoms opening around the octagonal pond.

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This set includes four miniature creations: two fragrances with floral and fresh notes – Miss Dior and J’adore – a Dior Prestige La Micro-Huile de Rose serum, and a Rouge Dior lipstick in shade 999, velvet finish.

Travellers can also discover a makeup collection created especially for the occasion by Dior Make-up Creative and Image Director Peter Philips,. Holiday limited editions and Dior icons are adorned with cases gilded by Ruffo’s design.

Visitors can also discover renowned house creations J’adore, Miss Dior, Sauvage, Rouge Dior and Dior Prestige at the pop-ups.

The exclusive Art of Gifting services – including engraving and individualised luggage tags – personalise the holiday experience.

A festive music performance pm Christmas Eve will welcome travellers to a Dior Christmas.

The House of Dior is transporting its Holiday universe all over the world. In locations ranging from Singapore to London, Hong Kong to Miami, Rome to Toronto and Paris to Mexico, Dior is hosting a series of events to enhance the holiday atmosphere. ✈

The Moodie Davitt China Travel Retail Report eZine is published quarterly in bi-lingual format. Click on the image to read the September edition. If you want to reach Chinese retailers, this is the publication for you. The next edition publishes later this month. For advertising enquries (China) please email Zhang Yimei at Yimei@MoodieDavittReport.com or (rest of world) Irene Revilla at Irene@MoodieDavittReport.com
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