DIOR'S "CAROUSEL OF DREAMS", A POP-UP INSTALLATION ON NEW YORK'S FIFTH AVENUE

To celebrate the 2023 holiday season, Dior has unveiled an unprecedented pop-up installation spanning the entire façade of the legendary Saks Fifth Avenue department store in New York. The Carousel of Dreams created a spectacularly festive mise-en-scene while celebrating the close bonds forged between Maison Dior and the retailer over the past 70 years.    

The star, the clover and the signs of the Zodiac – evoking Monsieur Dior’s good luck charms – adorn a giant 35-meter-high wheel of fortune overlooking New York’s famous Fifth Avenue. The installation reprises a motif designed by Pietro Ruffo for the Dior Cruise 2024 line. 

Launched with a spectacular ceremony including a performance by 60 dancers from the Martha Graham Dance Company, the experience offered a dazzling light show each evening. An enchanting three-part sequence celebrated the beauty of creation, nature and winter.   

The experience continued inside the store, beginning on the ground floor, where a real carousel almost five meters high and crowned by Dior’s lucky star, showcased miniature scenes that evoked key moments in the love affair between Dior and the United States.  Spinning on the imaginary merry-go-round, delicate white canvases – an ode to the unrivalled talents of the Petites Mains and Ateliers – featured silhouettes sketched by Christian Dior that have marked the history of fashion and  haute couture. One by one, the looks came alive in a choreography that seemed to repeat itself forever, captivating visitors throughout the day.