Saks × Dior Carousel of Dreams, Holiday 2023

For Holiday 2023, Saks collaborated with Dior on our annual holiday light show & windows, as well as on a unique digital pop-up and in-store branding activation. An enormous undertaking, the facade alone featured approximately 300,000 individual lights, on an 8-story tall structure handcrafted in Puglia, Italy over the course of a year. An animated light show with custom orchestrated music played every 10 minutes across the facade, becoming the focal point of the holiday season in New York. Additionally, the full complement of Saks’ storefront windows were used to tell a delightful, visually surreal and witty story of Mr. Dior traveling to New York to visit Saks.

Dior brand ambassador Jennifer Lawrence helped unveil the facade in a star-studded unveiling event featuring celebrities such as Maya Hawke, Tracee Ellis Ross, Alexandra Daddario and Rachel Zegler. The unveiling featured a performance by the Martha Graham Dance Company.

The event garnered more than 3 billion press impressions, a total audience of 25 million, several design awards, and outshone the Rockefeller Center Christmas Tree for share of social media posting and traffic.

Beyond the activation was a retail first; a unique online pop-up of Dior apparel and accessories on saks.com, featuring the Pre-Spring collection that inspired the activation, as well as perennial Dior favorites.