On Wednesday, Dior unveiled its newest pop-up expertise, a multi-room set up referred to as Fort Sauvage situated in central London and open to the general public from Sept. 25 to Sept. 28.
An huge Dior-branded midnight blue field popped up on the 18th century quadrangle of arts venue Somerset House to rejoice the tenth anniversary of Sauvage, the model’s flagship males’s perfume franchise and the primary best-selling males’s perfume on this planet, in keeping with Circana information shared by Dior.
It’s additionally the most recent effort to increase Dior’s authority in male magnificence. The pop-up can have barbers on-site to are inclined to the beards and hairlines of invited influencers and company who booked a free 30 minute session throughout public admission. All slots have been crammed by the point the pop-up opened.
The pop-up “brings more awareness to the grooming side of things,” stated Vince Garcia, a Dior ambassador and US-based barber whose common shoppers embrace athletes like Kevin Durant and Travis Kelce. Since he was signed in 2023, he has labored on quick-sprint activations, like a grooming suite on the 2023 Formula One race in Las Vegas, and tended to VIP shoppers like Durant with Sauvage prematurely of this yr’s NBA All-Star Game.
“A lot of my clients didn’t know Dior had grooming and beard care and all that stuff,” stated Garcia.
Inside The Pop-Up
Fort Sauvage is a rendering of Sauvage’s “raw and cinematic” world, in keeping with a press launch. Its centrepiece is The Wild Theatre, a room with 4 benches screening an limitless loop of the most recent Sauvage marketing campaign that includes the actor Johnny Depp, who has been the face of the perfume since its inception in 2015.
In the close by Fragrance Bar, the place company can get pleasure from mocktails impressed by Sauvage’s key notes, male influencers hunched round a roulette desk. Branded cube and slot machines close by supplied possibilities to obtain Sauvage samples.
The General Store, in the meantime, is lined with cabinets that includes not solely Sauvage’s fragrances and its skincare vary, launched in 2024, however core ladies’s scents Miss Dior and J’Adore accessible for buy.
The pop-up is an try for the LVMH-owned model’s intent to seize extra male customers. Luxury manufacturers have repeatedly tried to crack the grooming market, from Tom Ford to Chanel, with underwhelming outcomes. Perhaps they have been forward of their time, as males’s use of skincare has surged lately: In the US, 31 p.c of males used facial skincare in 2022, in keeping with Mintel; by 2024, that proportion jumped to over 50.
Dior’s technique will faucet into the worlds of males’s grooming and sports activities by means of its ambassadorships with expertise like Garcia, who has change into a fan of the skincare for his delicate pores and skin.
“I use these products every day,” Garcia stated, a truth he’s blissful to go on to his shoppers.
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