Dior: In the bag

So you need to undertake some renovations of your flagship fashion store. It happens to every retail unity at some stage. The question is how do you deal with the upheaval of suddenly losing your vital window space.

You could opt for the traditional plywood frame to hide those unfashionable builders and erect an 'excuse our appearance' sign. Or you could do what Dior did when it shuttered its 57th Street store in New York for a makeover and turn the inconvenience into an opportunity.

The high-end fashion brand simple doesn't do scaffolding or plywood and decided to turn its facade into a giant representation of one of its much-coveted bags.  A clever - and all together practical - marketing stunt that elevates the window display into a larger than life product placement in the real world.

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