DiorHigh Fashion

One of the biggest names in global fashion, Dior decided to share its fascinating story through a public gallery at its address of 75 years. A website that displays a 3D model of the brand’s Parisian home, and a digital companion guide to the physical exhibits both enrich and amplify the visitor experience at La Galerie Dior.

From humble beginnings to global megabrand, Dior has occupied space at 30 Avenue Montaigne – now a storied address that encompasses a large corner building, close to many other prestigious Parisian fashion houses. To share the brand’s evolution from Christian Dior’s original vision in the late 1940s through to international success today, Dior decided to open a permanent gallery space above its flagship store to offer visitors the chance to learn about its history where it unfolded.

La Galerie Dior is designed as a journey through the building, touring various rooms on multiple floors that each have a specific link to the brand’s past. The old desk where Christian Dior sketched his early designs; the atelier where seamstresses crafted haute-couture garments; the salon where the brand’s first runway show took place… each space is treated uniquely through beautiful scenography, lighting, and audio-visual effects.

The Dior team required two elements to enhance the gallery experience: a website to provide practical information and ticket booking before arrival, and a digital visitor companion for use during the self-guided tour. The website went far beyond the brief, and includes a 3D model of 30 Avenue Montaigne that can be navigated room by room – similar to the physical gallery – with each transporting the user to a particular era and pivotal moment in the brand’s history. A further section will soon allow Dior to publish visually driven stories centered on specific themes, e.g. its application of the color red through the years.

For the digital companion guide, a progressive web app (PWA) that is publicly accessible over a URL was developed to avoid one-time downloads from the app store. Visitors use their own devices to scan QR codes found beside a selection of the gallery exhibits. Each takes them to an Instagram Story-style slideshow that offers a richer understanding of the object through video, imagery, quotes, and more.

Since La Galerie Dior opened in March 2022, the company has been overwhelmed by its success and popularity. The digital components have played a critical role in ensuring that the experience is rich with information, immersive in its storytelling, and accessible to as many visitors as possible.