Dior is spreading the magic of Christmas at Heathrow Airport Terminals 2, 4 and 5 with golden Christmas tree installations and festive gifting and personalisation pop-ups
This marks the first time that Dior has teamed up with Heathrow Airport for a holiday animation of this scale
UK/EUROPE. Christian Dior Parfums, part of LVMH Group, has partnered with Avolta for the Dior Atelier of Dreams campaign, which marked the unveiling of a dazzling 22-foot Christmas tree installation in London Heathrow Airport.
The animation marks the first time that Dior has popped up in the UK gateway in this manner.
It is running from 25 November until 14 January in Terminals 2, 4 and 5. Its mission is to bring the magic of the Jardin des Tuileries from Paris to London, the UK’s busiest airport.
Both Landside and Airside Terminals are decorated with custom-designed holiday ornaments from Dior with several Christmas trees and pop-ups dotted throughout the airport.
All the decorations are inspired by the design legacy of the Maison’s founder Christian Dior.
The Christmas trees are adorned with 10,000 flower ornaments created by Wanda Barcelona
Travellers in Heathrow can personalise their purchases with bottle engraving or embroidered pouches
The trees are decorated with more than 10,000 floral ornaments handmade in Spain by Spanish atelier Wanda Barcelona. Other festive ornaments include butterfly decorations, Dior fragrance bottles and hundreds of fairy lights.
The Christmas trees are manned by Dior bellmen who invite travellers to discover the Dior Atelier of Dreams holiday animations. At the pop-ups, travellers can enjoy Dior’s Art of Gifting services, which offer premium personalisation and engraving services.
The festive installations are inspired by the Dior holiday campaign starring American actress Anya Taylor-Joy and shot by French cinematographer Benoît Delhomme. A golden holiday motif, created by Italian artist Pietro Ruffo, features prominently in the campaign and throughout the Christmas tree installations. The motif also features in limited-edition gift packaging.
(Above and below) A couture Christmas: Key Christian Dior motifs such as the butterfly, star and silhouettes of fragrance bottles adorn the Christmas trees
Spreading Dior holiday cheer to European travel retail
The Atelier of Dreams podiums feature the golden motif and packaging designed by Italian artist Pietro Ruffo
The Heathrow campaign is one of many Dior Atelier of Dreams pop-ups running throughout Europe travel retail with key locations in Paris Charles De Gaulle, Istanbul Airport, Milan Malpensa Airport and Brussels Airport among others.
These are running with Lagardère Travel Retail, Gebr. Heinemann and Avolta.
The European installations are shaped like Dior Carousels and inspired by the Jardin des Tuileries.
Surrounded by sparkling gold, the pop-ups highlight the L’or de J’adore, Miss Dior, Sauvage, Gris Dior, Rouge Dior and Dior Prestige lines. They also feature the limited-edition golden gifting packaging designed by Ruffio.
Travellers are invited to explore the Dior holiday maze, with the help of Dior beauty advisors, to find their perfect Christmas gifts.
The Dior holiday campaign, starring Anya Taylor-Joy, features prominently at the Dior Atelier of Dreams pop-up in Istanbul Airport
The podium is inspired by a golden carousel and highlights Dior’s triple-axis portfolio of fragrance, makeup and skincare
The experience begins at the centre of the maze as travellers are guided through a labyrinth until they find their preferred Dior gift from the brand’s triple-axis portfolio of fragrance, makeup and skincare.
The Dior Engraving Atelier is a standout feature of the animations. An artist is on-hand to engrave fragrance bottles and embroider pouches with star motifs.
The Dior Atelier of Dreams pop-up is unmissable at Milan Malpensa Airport
Pictured is the Dior Atelier of Dreams in Paris CDG Terminal 2E
Commenting on his collaboration with the Maison, Ruffio said: “To develop this composition, I imagined Christian Dior going for a walk and being inspired by every detail.
“At the entrance, the gate seems to be sculpted in lace, and very quickly, there is the scent of the rose gardens, the Richelieu rose and the Le Nôtre rose in tribute to the architect of the garden. I drew the pattern to look like the fabrics worn by Catherine de Medicis, filled with flowers and movement.
“There are also statues in the garden, in particular Mercury and Fame riding Pegasus. And then there is the octagonal ornamental basin that reflects the splendour of the city of Paris.” 
Hannah Tan-Gillies