The Dior Experience

Source: Me, the ultimate Dior Experience book

When I was in Paris a few weeks ago for my birthday, we got tickets for the Dior Experience held at the iconic brand’s legendary Maison. The Dior Maison.

The Dior Experience was a multi-layer fashion, color, and history explosion that left me totally enchanted with the brand. Wow. It was a history lesson in the brand, in couture fashion, designers, celebrities, and popular culture (and perhaps a little politics).

There are not many brands that could pull something like this off, sort of like what I was trying to say about the new Tiffany Landmark in New York that I wrote about yesterday.

Plus it’s no small coincidence that when you exit the Dior Maison, you are surrounded by a full Parisian block of Dior retail experiences for men, women, children, home, and books (like the one I bought pictured above). There is also a traveling version of the experience as well, and I also came to find out that the content gets refreshed every six months. That’s how much the brand has to showcase. It’s really a wow. A wow in branding and a wow in how to make the goods you make into a sensory experience.

How can your brand do that? Even in a small way? This doesn’t just apply to luxury brands. What’s your experience? JIM