How exhibitions are a key aspect of Dior's marketing strategy

This Wednesday, the exhibition "Christian Dior, Designer of Dreams," organized by the eponymous French Maison, opened its doors in Riyadh. Its inauguration at the Musée des Arts Décoratifs in Paris in 2017 marked the first step of a world tour that now stops in Saudi Arabia, following appearances at the Brooklyn Museum, the V&A in London, and the West Bund Museum in Shanghai. Since its opening, the exhibition has attracted no less than two million visitors, a record that might be surpassed at this new stop, as it is part of the Riyadh Season, an annual festival running from October to March that includes fashion, sports, and entertainment activities, drawing millions of tourists to the Saudi capital. Whether through the Dior Gallery, its temporary exhibitions, collaborations with artists, or documentaries, Dior has fully understood that storytelling is essential to being seen and remembered. Here's how Dior weaves this famous storytelling into every detail and how the exhibitions that narrate it are part of the Maison's thoughtful strategy to be known, shared, and ultimately to sell.

The Riyadh exhibition, for example, spans 2,500 square meters and emphasizes not only the Maison's heritage but also that of Saudi Arabia and its treasures. It opens with a nearly life-sized replica of the historic Dior flagship façade on Avenue Montaigne. One room is dedicated to the desert, featuring designs in mineral and beige tones, such as Christian Dior's 1957 "Sable" ensemble, along with creations by Gianfranco Ferré, John Galliano, and Maria Grazia Chiuri, set against a backdrop of rocky cliffs inspired by Saudi Arabia’s AlUla site. A new room is dedicated to Miss Dior, the first ready-to-wear line launched in 1967 under the direction of Marc Bohan, who was the first to playfully imprint the Maison's monogram on ready-to-wear and accessories. This addition is timely, as Chiuri drew inspiration from Miss Dior for her Fall/Winter 2024 collection. "The exhibitions are never the same; we always adapt to the location," explains Olivier Bialobos, Deputy Managing Director of Dior in charge of global communications and image, to Vogue Business. "They are tailor-made."

Amid a slowdown in the luxury sector, showcasing the brand's heritage—which boasts the largest haute couture collection in the world—is more crucial than ever. Though owned by LVMH, led by CEO Delphine Arnault, and generating sales of €9.48 billion in 2023, making it the conglomerate’s second-largest fashion house, Dior has not been spared from the crisis impacting the industry as a whole. However, these exhibitions, in addition to serving as a showcase for the Maison, its key pieces, and its history, are an excellent way to reach an unexpected audience. Like fashion shows, exhibitions resonate on social media and can even trigger couture orders from around the world as well as locally. "Most of the time, clients wear Dior to attend the opening night," says Bialobos. The exhibitions allow the brand to reach a broader audience that may not necessarily be Dior customers. "This exhibition is designed to inspire people of all ages, and perhaps even encourage them to dream of working in fashion one day—not necessarily to sell a Lady Dior bag."