In 2023, Saks and Dior collaborated on a one-of-a-kind light show, window display and digital pop-up experience. During the day, the Fifth Avenue installation was an immaculately crafted 8-story-tall sculpture, hand-painted with detailed watercolor and metallic effects by artists in Italy. Then at night, the entire structure was revealed to be lit from within by nearly 300,000 LED lights, creating a light show that ran every 10 minutes during the holiday season. The windows were equally impressive, crafted by miniaturists from around the world to tell the story of Mr. Christian Dior's journey from Paris to New York. Saks and Dior unveiled the experience with Jennifer Lawrence, a performance from Martha Graham Dance Company, and a spectacular fireworks display.
IMPACT
• Millions of visitors
• 330 press placements across broadcast, print and online outlets, netting 3 billion press impressions
• Most viewed/liked @saks Instagram post ever, with 15M views and 250k likes
• Instagram user post volume for Saks greater than for the Rockefeller Center Christmas Tree during holiday season
• AR lens used 1.2M times
• Millions of visitors
• 330 press placements across broadcast, print and online outlets, netting 3 billion press impressions
• Most viewed/liked @saks Instagram post ever, with 15M views and 250k likes
• Instagram user post volume for Saks greater than for the Rockefeller Center Christmas Tree during holiday season
• AR lens used 1.2M times
RECOGNITION
• 11 Most Beautiful Christmas Light Decorations Around the World, Architectural Digest
• Best Use of Light, 2024 WindowsWear Awards
• 11 Most Beautiful Christmas Light Decorations Around the World, Architectural Digest
• Best Use of Light, 2024 WindowsWear Awards
