EXCLUSIVE: Miss Dior Avenue Pop-up Opens in L.A., Showcasing Cinema, Flower Shop and Café
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Miss Dior is back in town in Los Angeles.
The French house is unveiling an immersive installation in celebration of the latest incarnation of its famed scent Miss Dior, created by Dior Perfume creation director Francis Kurkdjian.
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“I dove into the history of the creation of Miss Dior and anchored my inspiration in the powerful and evocative words of Christian Dior,” Kurkdjian told WWD in an exclusive statement.
Kurkdjian has worked on five perfumes for Dior since succeeding François Demachy as the in-house perfumer in 2021. For Miss Dior, known for its floral aroma, Kurkdjian returned to the signature root of the original bouquet, jasmine, adding fruity notes of strawberry, peach and apricot.
“His narrative that links today Dior and the South of France that he so loved provided me creative material and olfactive images to compose Miss Dior Parfum,” Kurkdjian added. “They summon the scents of nature and the beauty of that magical, gently starlit night. It is as though one can smell the scent of the beauty and depth of jasmine in the air of Provence. This vision and the happiness of the senses guided me during my creative journey to rewrite and modernize the composition of the legendary Miss Dior.”
Kurkdjian drew inspiration from “eternal youth,” said the brand. Created in 1947 by Christian Dior, the Miss Dior scent represented hope and joy for the couturier at the time as the world was emerging out of World War II. L.A., the land of sunshine, is a natural setting to showcase the fragrance, which has a youthful and optimistic message.
That vision has come to life in past pop-ups in L.A., notably in 2022 with Natalie Portman — the face of Miss Dior since 2011 — who was present for the occasion (with the former scent created by Demachy).
The experience — which is exclusive to L.A. and not expected to travel — returns on Melrose Avenue; this time it’s bigger, at 4,400 square feet; more engaging, and as Instagrammable as ever. Titled Miss Dior Avenue, it’s a recreation of a 1960s city street coated in Miss Dior’s signature pink hue, complete with a Miss Dior Cinema, Miss Dior Flower Shop and Miss Dior Café. The nod to the era is tied to the first Miss Dior ready-to-wear line, which was introduced by Marc Bohan in 1967 and which also inspired Maria Grazia Chiuri’s latest collection for fall 2024 shown during Paris Fashion Week earlier this month.
Miss Dior Avenue is open to the public by appointment on dior.com from Friday to Sunday at 8626 Melrose Avenue. A selection of products will be available for purchase exclusively at the pop-up, which offers visitors complementary services and consultations. Opening hours are 11 a.m. to 7 p.m. on Friday and Saturday, and noon to 6 p.m. on Sunday.
Miss Dior Pop-Up Opens in Los Angeles
Launch Gallery: Miss Dior Pop-Up Opens in Los Angeles
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