Miss Dior Avenue - Los Angeles Pop-Up

Client: Miss Dior

Luxury experiential and event design agency, Another A Story, designed and produced an immersive 3-day consumer pop-up retail experience on Melrose Avenue in Los Angeles from March 8-10, 2024. This multi-sensory cultural celebration of the new Miss Dior Parfum plunged VIPs, creators, and consumers into a retro 1960s-inspired stylised shoppable street experience. The poo-up coincided with International Women’s Day to honour Catherine Dior’s legacy and the 1967 launch of the first Miss Dior ready-to-wear line, amidst a cultural backdrop of the progressive social themes of the 1960s. This event attracted press, VIP clientele, and consumers to explore a branded café, flower shop, and vintage cinema, each designed to reflect themes of feminine empowerment and self-love.

The brand activation aimed to amplify the fragrance launch and boost sales through a creative experiential marketing campaign. The pop-up’s design, which included educational and interactive spaces, merged Miss Dior’s rich history with modern creativity, engaging visitors in meaningful ways. Bespoke experiences, such as La Parfumerie and Flower Shop, celebrated Dior’s legacy and the brand’s ties to femininity and empowerment and commitment to craftsmanship in fragrance and beauty. The activation’s success was evident, from consistent lines of eager guests, positive sentiment shared across social media, and notable press coverage from top publications like Vogue, WWD, V Magazine, and The Los Angeles Times. Organic UGC on social media generated over 250k engagements and 7.4 million impressions. Combined with online press coverage, the event’s digital reach surpassed 90 million, cementing its impact as a high-profile brand experience.