New York was set ablaze with glamour and holiday spirit, as Dior and Saks Fifth Avenue joined forces to unveil “Dior’s Carousel of Dreams at Saks.” which marks a first for the retailer’s holiday décor. The campaign kicked off yesterday with the launch of an exclusive World of Dior digital pop-up on Saks.com, and the unveiling of Saks’ iconic holiday windows and ten-story-tall theatrical light show at the Saks Fifth Avenue New York flagship.
The dazzling event not only celebrated this year’s iconic Saks holiday windows and light show but also brought together an A-list crowd that included Jennifer Lawrence, Alexandra Daddario, Rachel Zegler, Lola Tung, and Ashley Park. The festivities were nothing short of spectacular, marking a magical start to the holiday season.
Saks CEO Marc Metrick “This iconic holiday campaign in partnership with Dior is a first and is an honor to work together for over 70 years on this multi-faceted collaboration that will come to life across the entire Saks eco-system from Saks.com to the stunning façade. For decades, we presented our holiday window and light show as our gift to New York City, and this year the gift is even more spectacular than ever before,” he said, also thanking Dior for their ‘creative vision and impeccable design to help us create the most ambitious display in Saks history.’
“The traditional holiday celebration at Saks, inaugurated by its marvelous Light Show on the iconic Fifth Avenue, is one of the most keenly awaited, spectacular and enchanting in the world,” noted Delphine Arnault, Chairman and CEO of Christian Dior Couture. “I am particularly proud that Dior, our ‘kingdom of dreams’, the incarnation of excellence and elegance, is able to take part in the magnificent event this year, sublimating it with its exceptional savoir-faire and the virtuoso inventiveness of our teams. The unique alliance between Saks and Dior – initiated over 70 years ago by Monsieur Dior himself – has a highly symbolic value for our House, bringing together the unwavering history we share with the United Statesand our perpetually reinvented heritage. An ode to the magic of creation in all its forms.”
Saks and Dior have added an extra dimension to their holiday partnership with an augmented reality (AR) social media experience. Instagram, Snapchat and Facebook users can launch an interactive AR filter to transform their content with design elements from Dior’s Carousel of Dreams at Saks, available now through January 5, 2024.