JAPAN. Parfums Christian Dior has teamed up with DFS Group to launch a pop-up store for the new Joy by Dior fragrance at T Galleria by DFS, Okinawa.
Running from 1 September to 31 October, the pop-up spotlights Joy by Dior and introduces the new Rouge Dior Ultra Rouge, a long-wearing, high-definition lipstick.
As reported, Joy by Dior is the brand’s first new feminine fragrance in two decades, fronted by American actress Jennifer Lawrence. It was developed by Dior perfumer-creator François Demachy, and blends citrus and floral notes with woods and musks.
The pop-up store is designed to take travellers on a multi-sensorial journey across various touchpoints, from fragrance consultations to digital features. These include a virtual reality headset for exploring the Dior universe, and an interactive Joy wall that invites travellers to share their feelings about Joy by Dior.
The Joy olfactive cabin features fragrance diffusers and LED screens displaying a starry night sky, allowing travellers to experience the fragrance through different senses.
Parfums Christian Dior Area Manager Japan Rie Shimazu commented: “This is the third mega event for a Dior fragrance organised jointly by Parfums Christian Dior and DFS Okinawa. We have had very successful events in the past two years and I am very excited to have another wonderful shining moment for this Joy by Dior launch at T Galleria by DFS, Okinawa.
“Okinawa is the ideal location to have such an outstanding event, as T Galleria by DFS is frequented by customers from all over Japan as well as global travellers. Joy by Dior, our interpretation of ‘happiness’, perfectly matches the atmosphere of this image of luxury and retail under the luminous blue sky of Okinawa,” she added.
DFS Group Managing Director Japan and Korea Division Nicolas Villeger said: “DFS is delighted to partner with Parfums Christian Dior in the launch of their new fragrance, Joy by Dior. To celebrate this occasion, we are thrilled to host an exclusive event at T Galleria by DFS, Okinawa, to offer our travelling customers the opportunity to experience this wonderful fragrance along with a host of exciting in-store activities.”
