L’or de Dior: Dior unveils gold-inspired exhibition in Beijing

Dior has unveiled its latest brand exhibition in China, “L’or de Dior,” at the Guardian Art Center in Beijing. Running from September 2 to 29, the exhibition has already generated significant buzz, with 71.28 million viewers (as of 1 September) tuning into the livestream of the VIP opening party and long queues forming along Beijing’s Wangfujing Street on its public opening day. The exhibition is themed around the symbolism and beauty of gold, exploring its significance to the LVMH-owned French luxury house. It features a series of iconic works, ranging from haute couture to fragrances, with artistic creations interwoven throughout the spaces. This marks Dior’s fifth archival showcase in China over the past four years. As China’s affluent and younger generations seek to explore the history and craftsmanship of luxury brands through creative storytelling, such events have become powerful tools to enhance engagement and reinforce brand heritage and exclusivity. Dior has also incorporated elements of Chinese culture to better connect with local audiences. As part of the 60th anniversary celebrations of diplomatic relations between France and China, “L’or de Dior” is set in a venue that bridges Beijing’s modern and historic districts and features custom installations by Chinese artists, highlighting the house’s diverse ties with China. Golden moments Founder Christian Dior famously said: “L’or est dans Dior” (gold is in Dior). A symbol of wealth, luxury, and timeless beauty, gold is not only embedded in the brand name, but has been integral to Dior’s designs and identity for 78 years. The exhibition guides visitors through 15 themed rooms that explore different aspects of Dior’s history and creativity. Each theme is brought to life by 54 artworks created by 49 artists from around the world, including 14 Chinese artists. From couture to perfumes, gold has been integral to Dior’s designs and identity throughout the brand’s history. Image: Dior The fragrance J’adore Dior – which debuted a new campaign, ambassador, and formula on August 31 – takes a prominent place in the exhibition. With its slender, gold-neck bottle inspired by ancient Greek amphorae, J’adore has been one of Dior’s top fragrances since its creation in 1999. A new campaign by Steven Klein features pop star Rihanna as the new face of J’adore, replacing Charlize Theron. The campaign, filmed at Versailles to the soundtrack of Rihanna’s Love on the Brain, brings a contemporary interpretation to the classic fragrance. Inspired by the curves of the J’adore bottle, Chinese artist Liu Jianhua’s large-scale installation, The Illuminated Object at “L’or de Dior” features more than 2,000 bottles cascading from the ceiling, appearing to hover in mid-air. Meanwhile, a multi-sensory mural by digital artist Refik Anadol uses AI and other digital technology to detail the work behind the composition L’or de J’adore. The maison’s couture designs through the ages, from Christian Dior’s gold-embroidered gowns to Maria Grazia Chiuri’s Olympic-themed haute couture collection for Fall 2024, are featured in The Golden Dream section. Nearby, Lin Tianmao’s artwork Procedure celebrates Dior artisans’ savoir-faire through an interplay of atelier tools and human-like limbs. Room 10 revisits a familiar house icon: the Lady Dior bag. Since 2015, Dior has invited artists from around the world to transform this fashion classic into artistic masterpieces through its Lady Dior as Seen By and “Dior Lady Art” projects. Miss Dior as Seen By takes a similar approach with Dior’s youthful fragrance. Visitors to the exhibition can view several newly released models from the ninth edition of “Dior Lady Art,” alongside signed creations by Chinese artists such as Bao Yang and Liu Wa, Duyi Han, Liu Fujie, Wang Yuyang and Zhang Ding. Creative momentum, offline and online Dior has hosted seasonal “Dior Lady Art” exhibits in China since the project’s inception in 2015 and expanded this to major annual brand exhibitions. “Art N’Dior” was held in Shenzhen and Shanghai in 2021, followed by revamped Shanghai editions in 2022 and 2023. “L’or de Dior” marks the brand’s first major artistic showcase in the Chinese capital. Collaborations with Chinese artists have been a key element of all these exhibitions, enhancing engagement with local audiences and demonstrating Dior’s understanding of and connection to Chinese culture. These partnerships also push the brand’s artistry in new creative directions, showcasing Dior’s spirit of heritage driven by constant reinvention. Maintaining visibility and engagement in today’s competitive luxury market requires more than fashion shows and celebrity signings. Dior’s regular offline exhibitions combined with a strong online presence have helped build a loyal fan base in China. Dior currently ranks second on Re-Hub’s Q2 2024 Compass China Luxury Index, which measures user engagement across Chinese social media platforms. Dior generated significant online anticipation for the opening of “L’or de Dior” by teasing behind-the-scenes videos, Chinese artist interviews, plus the livestream of its VIP opening party. Dior’s creative momentum coupled with its touring exhibitions and Netflix series The New Look, has raised the house’s visibility to record levels according to its Q1 2024 financial report. The livestream of its women’s Winter 2024 ready-to-wear collection show by Maria Grazia Chiuri received 390 million livestream global views, almost half of which came from China. This momentum is reflected in the continued growth in spending by Chinese customers both at home and abroad. Presented by Dior

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L’or de Dior: Dior unveils gold-inspired exhibition in Beijing