THE WHAT?   Dior is opening a new pop-up boutique in Miami called the “Dior Garden of Dreams,” inspired by the Jardin des Tuileries, following previous pop-ups in Los Angeles and Montauk, N.Y. This holiday-themed boutique, located at Aventura Mall, will be open until January 7th, offering exclusive Dior beauty products, limited holiday editions, and popular makeup and skincare collections.

THE DETAILS The pop-up features an “olfactory maze” at the entrance, highlighting Dior’s fragrance pillars like J’Adore and Miss Dior. Inside, visitors will find a gilded carousel and gifting services for engraving purchases and customising Miss Dior charms. The pop-up aligns with Dior’s holiday campaign and continues the brand’s successful beauty strategy, which includes pop-ups and brand ambassadors.

THE WHY?  Dior’s beauty strategy has been effective, ranking as the third-largest prestige beauty brand in the U.S. and the eighth-largest globally earlier this year. The brand’s growth extends beyond beauty, with successful pop-ups in various locations, reflecting its expansion and success under LVMH Moët Hennessy Louis Vuitton.