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Dior Brings “Carousel of Dreams” to Saks Flagship

Also: Top floor of NY store has been turned into creative studio




PHOTOGRAPHY: Provided by Saks Fifth Avenue

This holiday season, Saks Fifth Avenue (SFA, New York) is partnering with Dior to create an immersive experience titled “Carousel of Dreams.” That endeavor will involve “transforming the Saks NYC Flagship with an iconic light show and a spectacular holiday window display, taking over all 10 stories,” the retailer said.

“Dior will transform Saks’ iconic New York flagship into a winter wonderland this holiday season, with a reimagined light show experience, a complete visual takeover of Saks’ historic, 10-story-tall facade, and the most extensive holiday window display Saks has ever created in collaboration with a brand partner,” an SFA news release on the partnership said.

Additionally, Dior Parfums will have a dedicated pop-up space on Saks’ second-level beauty floor featuring the brand’s makeup, fragrance and skincare holiday offerings. A separate pop-up will also be situated on SFA’s website, that will offer an exclusive assortment of Dior merchandise.

In a separate initiative, the interior of the store’s 10th floor has recently been made over into The Studio, which SFA describes as “a creative environment that connects people, media and luxury fashion, designed as the workplace with the potential to shape the future of retail.”

“This new concept represents the innovative selling environment across Saks Fifth Avenue Stores and serves as an opportunity for The Studio team to build lasting and meaningful relationships with clients, ensuring the SFA digital and physical ecosystem is the preferred destination for their clients,” Saks said.



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