Be Dior. Be Pink: Dior joins forces with DFS in spectacular Galaxy Macau pop-up

“Every woman should have something pink in her wardrobe. It’s the colour of happiness.” – Christian Dior

Parfums Christian Dior, in partnership with T Galleria by DFS, has revealed its first Pink City pop-up at Galaxy Macau, an “unprecedented” activation offering customers a multi-sensorial journey around the brand’s beauty icons and heritage.

Parfums Christian Dior presents its Pink City, in homage to its creator’s dreams.

Dior said The Promenade shops promotion is dedicated to providing the best of retail-tainment via a series of spaces, each designed to offer Galaxy Macau shoppers exclusive experiences.

The Pink City ‘tour’, which is organised like city blocks around an intersection, includes a Dior flower shop, library, music hall and café, and will operate from 28 April until 30 June.

The Pink Flower shop introduces customers to the world of Dior fragrances and related fresh flowers.

The Pink Flower Shop, which pays tribute to Christian Dior’s love of flowers, offers customers the opportunity to experience Dior fragrances and Miss Dior’s olfactive floral world. Consultants will be available to help them discover their own Dior scent and related fresh flowers.

Customers can relax on a lipstick-shaped sofa in the Pink Library while choosing lip colours. Highlighted is the new Dior Addict Stellar Shine which, according to Dior, expresses “every face of femininity” through a 24-colour palette which includes natural shades.

Christian Dior said: “Every woman should have something pink in her wardrobe”… and in her library.

Dior makeup artists and colour stylists will offer tips to personalise the Dior look and to introduce the Dior Addict Stellar Shine Galaxy shade.

Customers will be encouraged to claim their place in the Pink City.
Time for a ‘Pink Café’ and Dior lipstick treat?

The Pink Music Hall spotlights Dior’s new Addict Stella Shine campaign, featuring English model and actress and Dior Addict muse, Cara Delevingne. With Aerosmith’s Pink playing in the background, customers can enjoy photo and karaoke sessions before heading to the Pink Café to enjoy bite-sized treats and rose tea at the fragrance and lipstick bar.

“Pink, its my new obsession”: The opening line from Arrowmith’s Pink is a great match for the Dior concept.

Gifts can be personalised and an engraving station is available. Every week the Dior Pink City will feature international makeup, flower and street artists and experts to provide exclusive services and animations.

Adding a personal touch: The activation includes an engraving and gift-wrapping service.

Parfums Christian Dior Travel Retail Director Hong Kong, Macau and Korea Leonardo Ferracina said: “I’m personally impressed by the impact that this project is going to have for all the actors involved. The consumer, who will be projected in a truly engaging Dior discovery and experience; the pop-up having a state-of-the-art structure to claim a worldwide uniqueness; and DFS and Dior partnering to show, one more time, how powerful the synergy could be between a leading brand and a leading retailer in the creation of excitement for the international travellers.”

Galaxy Macau customers will be encouraged by consultants to find their own Dior style.

Parfums Christian Dior Area Manager Hong Kong Cherrie Chan added: “We are excited to bring this spectacular animation to life. The Dior Pink City will provide a personalised, unique and memorable experience to all customers in Macau. This is a true partnership of Dior, DFS and Galaxy Macau for this exceptional event.”

Galaxy Macau Senior Vice President Retail Hazel Wong said she was “delighted to partner with Dior to present the first Dior Pink City at The Promenade shops”. She added that the pop-up store offers “unprecedented pink experiences for customers to dive into”.

Wong said: “By bringing exclusive activities from Pink Flower shop to Pink Café to life, this partnership between Galaxy Macau and Dior marks a brand new page for us to offer a first-in-the-world shopping experience, and further strengthen our position as the ultimate luxury shopping destination in Asia.”

DFS Group Senior Vice President Beauty Christophe Marque commented: “DFS is proud to partner with Parfums Christian Dior in debuting the sensational Pink City at Galaxy Macau.

“We look forward to thrilling our travelling customers in Macau with a series of multisensory rooms, activations and concepts that combine the highest level of creativity along with the services and experiences that DFS stands for.”

Be Dior. Be Pink: And become a Dior Addict,  says the brand.
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