The Dior Fall 2022 collection is celebrated at a pop-up store in the heart of Rotterdam’s De Bijenkorf department store. A wooden architectural structure is created, consisting of a skate pool and a shop.
It reinterprets the set design of the exclusive show presented in Seoul earlier. It showcases the season’s ready-to-wear pieces in an irresistibly contemporary universe. Transformed into powerful symbols of sisterhood. Must-have accessories such as the Dior Book Tote and Dior Camp bags are shown alongside Diorquake clogs, Diorevolution mules, and D-Motion pumps in a singular setting where playfulness meets modernity.
The structure is punctuated by the L’union fait la force-motto (A motto that adorned the Dior family business’ burlap bags), reinvented as a heraldic motif. Actual skaters perform daring stunts in the skate bowl. This enchanting experience will travel through outposts of the famous fashion brand, in a celebration of freedom and self-assertion, but also of the collective energy dear to Maria Grazia Chiuri. As a final surprise, the store’s windows are dressed in Dior colors.
Twenty-minute sessions are offered to the public from 3 PM to 5 PM on weekdays. During the weekend there are sessions from 3 PM to 6 PM. The Dior pop-up will de open until July 17.
Photography: Kristen Pelou