Dior

Atelier of Dreams Holiday Tree

Experience the enchantment of the holiday season with Dior Beauty's couture winter wonderland at Yorkdale Mall. The 30+ foot Dior Atelier of Dreams Tree, situated at the mall's entrance, stands as the centrepiece of this immersive brand experience.

The Christmas tree is not just a symbol of the holiday shopping experience; at Yorkdale Mall, it has been reimagined as a masterpiece. Dior Beauty, in collaboration with Oxford Properties and Park Creative Studio, united to craft this iconic structure, showcasing the brand's unwavering commitment to craftsmanship and design.

Park Creative Studio embraced the challenge, transforming this into more than a retail project but a genuine work of art. The Atelier of Dreams Tree is a unique brand vision brought to life through a meticulously handcrafted journey, symbolizing togetherness, warmth, and elegance from every perspective. Its creation demanded a unique blend of materials, multiple prototypes, a complex logistics plan, and the skilled hands of artisans. Piece by piece, layer by layer, every detail contributes to the ensemble of luxury.

Zoom in to witness the intricate details, including delicate paper flowers of dahlia, lily, and magnolia, custom gold charms, butterflies, and CD logos hanging on custom white fir branches. Illuminated with Dior product silhouettes, strings of lights, and large Dior logos, they collectively create a visual symphony.

The Atelier of Dreams Tree transcends being just a project; it is an immersive brand experience beneath the grandeur of a breathtaking tree, leaving an indelible mark on holiday shoppers. It became a central attraction, halting traffic and igniting a flurry of social media buzz. This project exemplifies the power of collaboration, design excellence, and magic in creating transformative experiences at the heart of the holiday season.

Described as a 'magical holiday moment,' the Tree became a cherished part of everyone's holiday memories, establishing an iconic brand moment for Dior Beauty for years to come.

Services

Concept Adaptation
Brand Strategy
Environmental Design
Fabrication
Project Management
Installation

The Dior Holiday Tree.

Project Highlights

Installation Process

The Atelier of Dreams Tree at Yorkdale Mall was created over a meticulous 3-day installation. Every detail, from handcrafted paper ornaments to custom gold charms, fir branches, lighting, and beyond, was carefully crafted by skilled hands. As each piece was manually placed, the tree began to take shape, magically growing layer by layer each hour.

The Unveiling

The grand unveiling of the Atelier of Dreams Tree at Yorkdale Mall was met with eager anticipation as hundreds of shoppers gathered, breaths held, awaiting the magical moment when the curtain dropped, and lights went on, revealing the enchanting masterpiece that would soon become the centrepiece of their holiday memories.