MILAN — Beauty brands are giving fashion labels a run for their money in securing prime visibility during the holiday season here.
Dior Parfums is one of a pool of beauty companies that are going to decorate the town and enrich the festive shopping season with special activations.
In particular, the French brand will sponsor the Christmas tree placed at the center of Galleria Vittorio Emanuele II, the famed shopping arcade that links Piazza del Duomo with the Teatro alla Scala theater, succeeding the likes of Gucci and Swarovski from past years.
To be officially unveiled with a lighting ceremony on Dec. 4 in the presence of city officials and brand representatives, Dior Parfums’ 14-meter-high tree will draw inspiration from the opulence of the Palace of Versailles and be covered with more than 1,900 decorations. These promise to include nods to key fragrances of the house including the Miss Dior, Sauvage and J’Adore scents, as well as golden flowers. The tree’s base will be trimmed with ribbon labeled Dior Parfums while a star — the founder’s symbol of luck — will be placed on top.
The company will also cover the arcade’s ceiling with a chain of lights, surrounding the existing municipal coat of arms that stands at the center of the dome. Both installations will run through Jan. 6.
A rendering of the Dior Parfums installation at Rinascente Milano.
Courtesy of Dior Parfums
The Versailles-inspired theme will also be seen in another activation the brand will launch a few steps from the location, in partnership with the Rinascente department store. Dubbed “Dior Ball of Dream,” the project will see Dior Parfums adorn the retailer’s facade, its arcade and windows overlooking the Duomo cathedral with a light display designed by Italian artist Pietro Ruffo. It will represent the aforementioned perfume franchises as well as an…