DIORIVIERA : SUMMER COMES ALIVE IN POP-UP FORM

Dior celebrates summer with a series of Dioriviera pop-up stores, ephemeral luxury oases set in iconic seaside destinations like Saint-Tropez, Cannes, Mykonos, and Capri.
These immersive spaces, crafted from bamboo, raffia, and natural fibers, evoke a dreamlike jungle inhabited by life-sized sculpted animals, creating an atmosphere conducive to escape and reverie. Each pop-up offers a unique scenography, transforming the locations into enchanting settings inspired by nature and travel.

The Dioriviera collection, envisioned by Maria Grazia Chiuri, reinterprets the House’s iconic motifs with Toile de Jouy Sauvage and Palms prints in turquoise and pink hues. This summer line features lightweight silk garments, iconic bags like the Lady D-Lite and Dior Book Tote, and refined accessories such as straw hats and fauna-inspired jewelry. The pop-up stores also showcase Dior Maison decor items, extending the Dioriviera experience beyond fashion.

Beyond shopping, Dior enriches the experience with exclusive activities: ephemeral cafés, wellness workshops, boat excursions, and artistic installations. In Saint-Tropez, for instance, Shellona Beach hosts a pop-up store where deckchairs, parasols, and wicker furniture are adorned with pink and gray Toile de Jouy, providing an idyllic setting to explore the collection. These initiatives reflect Dior’s commitment to creating immersive experiences that blend fashion, art, and lifestyle, celebrating Christian Dior’s cherished art of summer living.