SOUTH KOREA. LVMH-owned luxury and beauty house Dior has launched its inaugural ‘Plan de Paris’ pop-up in Asia Pacific travel retail in partnership with Shinsegae Duty Free at Incheon International Airport Terminal 2.
Running until 20 October, the animation brings Parisian allure to Korea with interactive fashion and beauty experiences.
The pop-up was unveiled yesterday (9 September) with a grand event, celebrating the strong partnership between Dior Beauty, Shinsegae Duty Free and Incheon International Airport Corporation.
For the first time, Dior’s makeup creations feature the ‘Plan de Paris’ pattern inspired by a 1950s archive silk scarf. This detailed Paris map adorns the collection cases designed by Dior Makeup Creative and Image Director Peter Philips.
The autumn season line-up includes palettes and lipsticks inspired by historic sites that connect the city and the House of Dior.
Philips said: “Paris, city of dreams, city of lights. Even with the map of Paris you can get lost in the magic, history and untold stories of this magnificent city.
“Inspired by the Grande Dame herself, I created a playful collection with a focus on the eyes. Colourful, elegant and seductive – like the city itself.”
The six-metre-tall ‘Plan de Paris’ pop-up design takes inspiration from Dior couture. As part of the One Dior strategy, this animation unites all the luxury brand’s categories – women, men, haute couture and beauty – under a cohesive narrative.
This inaugural showcase presents Dior’s tri-axis offerings spanning makeup, skincare and fragrances, as wel as a dedicated limited-edition makeup collection for autumn.
The ‘Plan de Paris’ print features shades of silver, gold, pink and blue. Travellers are invited to capture a memorable moment in the photo booth and get select fragrance and lip products personalised with an engraving.
Shinsegae Duty Free Executive Vice President Lee Jung Wook noted: “The ‘Plan de Paris’ pop-up store is based on Dior’s Paris fashion house concept, giving visitors the feeling of being in Paris.
“This pop-up store of Dior and Shinsegae, a world-class beauty brand, will be a valuable opportunity to share the value of cosmetics and duty free with more people.
“We are also very pleased to be able to provide a more innovative and differentiated experience to our customers through collaboration with Dior.”
‘Crafting a holistic Dior experience’
Travellers can explore four ‘Plan de Paris’ looks, inspired by Paris fashion districts 30 Montaigne, L’Etoile, Saint-Honoré and Champs-Élysées.
The Diorshow 5 Couleurs Eyeshadow palettes feature five complementary shades in four different palettes. These palettes come in ‘Plan de Paris’ pouches with an embossed Dior logo design and limited-edition colour harmonies with a shimmer finish.
Philips noted: “Each palette is designed to adapt your makeup to suit every occasion and desire.
“The top three shades combine for harmonious and subtle shading, ideal for daytime. The bottom three shades let you create a more expressive, bold and intense makeup look.”
The Rouge Dior lipsticks are engraved with the ‘Plan de Paris’ pattern, featuring the Place de l’Étoile and the Arc de Triomphe. The shades include satin finish Coral Avenue & Champs de Roses; and velvet finish Icone & Nude Look.
The Dior Forever Cushion compact, also designed with the ‘Plan de Paris’ pattern and Christian Dior logo, offers a refillable compact with a skincare-infused formula.
According to the brand, the compact delivers a matte or radiant finish, helping maintain hydration and a smooth texture for up to 24 hours.
At the pop-up, travellers can opt for personalised skincare, makeup and fragrance consultations. They can explore different Dior fragrances to find their ideal scent, get tips on using Couture Lips products for a standout lip look, and try out Runway Eyes for bold eye makeup.
Ambassadors also offer guidance on achieving the ‘Plan de Paris’ makeup look and provide tailored skincare treatments.
Parfums Christian Dior & LVMH Beauty Travel Retail Asia Pacific Managing Director Catherine Sauvage said: “The launch of the Dior ‘Plan De Paris’ pop-up at Incheon International Airport is a momentous milestone for our brand.
“It signifies a robust tripartite collaboration and showcases our dedication to crafting a holistic Dior experience for our clients. This fall, we would like to invite everyone to celebrate the streets of the French capital – from Faubourg Saint-Honoré where Christian Dior found his lucky star to 30 Avenue Montaigne where his couture house was founded.
“Immerse yourself in ‘city of dreams, city of lights’ this fall where every moment is a celebration of beauty, luxury and dreams.” ✈
