AGENC produced a floral-packed activation for the fashion house’s new perfume. Here’s a closer look at the experience that took over social media feeds during New York Fashion Week.
Photo: Courtesy of AGENCNEW YORK—At the tail end of New York Fashion Week, Dior Beauty revealed its Millefiori Garden pop-up, a retail activation celebrating the new Miss Dior Eau de Parfum, located in the Meatpacking District’s Gansevoort Plaza.
The five-day experience offered shoppable beauty stations, a Miss Dior cafe serving branded lattes and an immersive flower installation designed by floral designer Lewis Miller.
Bicoastal experiential marketing agency AGENC worked closely with the fashion house to design the sensory experience, which is part of a worldwide campaign with pop-ups taking place in Paris, Tokyo and Dusseldorf as well.
The custom-designed structure fabricated by Bednark Studio took inspiration from the Miss Dior bottle, emulating the shape with a bow atop along with a highly stylized interior that featured a floor-to-ceiling video wall, makeup and perfume experiences, custom bouquet-making and a flower field within an infinity mirror room. Plus, the outside cafe served matcha and red beet lattes, and a Bentley overflowing with flowers served as a photo op with Scott Clark Photo that was available to all guests.
The experience was open to the public, with visitors signing up online for timed entry. It was sold out with a waitlist.
“The logistics of creating this experience was challenging but so very rewarding,” said Cara Kleinhaut, partner and CEO of AGENC. “Like any customized structure that’s open to the public in the middle of an NYC plaza, in both a shopping district and residential neighborhood, it is a process involving many meetings with NYC officials.”
Kleinhaut added that Gansevoort Plaza “was a great location for this. It is a high-foot-traffic area that is centrally located in NYC, easy to get to and already a shopping destination for similar brands. We loved the plaza, as the structure was visible from multiple streets and created a beautiful presence in the neighborhood.”
The visually stunning display also garnered a lot of social media love. “I can say that it totally surpassed all EMV (earned media value) expectations. The guests were an impressive and appreciative crowd of brand enthusiasts who were very excited to come out and create content from the pop-up that could be seen all over TikTok and Instagram,” Kleinhaut said. “It was a true #DesignForDigital activation, where everything about the design—from diffused light to all the floral and many photo opportunities—was a content playground but did not feel forced. It was a space that inspired guests to share, and line up the next day to come back and share again.”
See more from inside the Miss Dior Eau de Parfum Millefiori Garden Pop-Up below.