Dior Beauty Says Hello To Hollywood With ‘The Grey Zone’ Pop Up Boutique
Celebrating the house’s ‘Gris Dior’ fragrance from the La Collection Privee Christian Dior range, the pop-up fuses art and fragrance together for an immersive experience
It’s no secret that Dior has always had a gift for creating long-standing relationships with the stars of Hollywood–having established Christian Dior loyalists with the likes of Marlene Dietrich, Elizabeth Taylor, Grace Kelly, Charlize Theron, Sophia Loren, Natalie Portman, and many more. Now in the present day, Dior Beauty has further tapped into the house’s star power, having recently unveiled a new campaign titled “Dare In Gris Dior” where the star fragrance from the house’s La Collection Privee Christian Dior range finds its new face–rather, faces–for the scent: Jenna Ortega, Joseph Quinn, Maya Hawke, Fai Khadra, Thuso Mbedu, Orelsan, and Liu Yuxin. In tandem with the launch of the new campaign, Dior Beauty is bringing the celebration over to the city of the Angels for the “The Grey Zone” pop-up concept boutique.
Located at 8175 Melrose Avenue in Los Angeles, the new limited-time boutique will proudly display artwork commissioned by the house of Dior from five multidisciplinary artists from around the globe, each bringing their unique and personable interpretation of Gris Dior in their respective mediums–including artists such as Toronto-based painter Ben Johnston, Dutch artist Thomas Trum, Argentinian-born, Barcelona based digital artist Andres Reisinger.
Aside from discovering the Gris Dior scent alongside the full La Collection Privee fragrance range, pop-up goers will be able to expect a full immersion in the “grey” world of Dior. Including a ‘shop and chill’ area, an olfactive experience crafted up by Paris-based art collective Scale Collective, and “Scentys”, a flower and sound installation by British-American sonic artist Mileece, the shop will also feature product offerings created exclusively for the pop-up, including a limited-edition Gris Dior bottle created by Trum.
As an olfactory expression of the iconic “Dior Grey” color of the House of Dior that undeniably defined the bold spirit of Monsieur Christian Dior, the unisex eau de parfum is for those who want to make a statement with a fragrance that allows you to play by your own rules. As a sort of symbol of the complexities of life, with gray being neither black or white but both together, Gris Dior is a fragrance that cherishes heritage and plays with established codes in modern way, finding its own path between floral and woody notes.
To help ring in the newest chapter for Dior Beauty, the Maison hosted a star-studded party with a few (scratch that, a whole crowd!) of familiar faces on the evening of April 11th ahead of the public debut of the pop-up.
Of the new campaign, actress and star of Netflix’s Wednesday Jenna Ortega, South-African actress Thuso Mbedu, influencer Fai Khadra, and French rapper Orelsan all showed up in attendance to party with fellow friends of the house Alexandra Daddario, Arón Piper, Saint Levant, Benny Drama, Liza Koshy, Caleb Mclaughlin, Thomas Doherty, Christian Serratos, Lucy Hale, Kiernan Shipka, Jurnee Smollett, Kelvin Harrison Jr, and more.
The Grey Zone pop-up boutique will be open from Thursday, April 13th until Sunday, April 16th on 8175 Melrose Avenue, Los Angeles, California (corner of Melrose and N La Jolla)
BUSINESS HOURSTHURSDAY, APRIL 13TH – SATURDAY, APRIL 15TH 11 AM-7 PM (LAST ENTRY AT 6 PM)
SUNDAY, APRIL 16TH 12 PM-6 PM (LAST ENTRY AT 5 PM)