For Holiday 2023, Saks collaborated with Dior on our annual holiday light show & windows, as well as on a unique digital pop-up and in-store branding activation. An enormous undertaking, the facade alone featured approximately 300,000 individual lights, on an 8-story tall structure handcrafted in Puglia, Italy over the course of a year. An animated light show with custom orchestrated music played every 10 minutes across the facade, becoming the focal point of the holiday season in New York. Additionally, the full complement of Saks’ storefront windows were used to tell a delightful, visually surreal and witty story of Mr. Dior traveling to New York to visit Saks. Leading miniaturists across the world collaborated to create nuanced, detailed scenes of a unique journey.

Dior brand ambassador Jennifer Lawrence helped unveil the facade in a star-studded unveiling event featuring celebrities such as Maya Hawke, Tracee Ellis Ross, Alexandra Daddario and Rachel Zegler. The unveiling featured a performance by the Martha Graham Dance Company.

A unique illustration of the facade anchored a comprehensive digital activation across all channels, driving customer to shop a Dior pop-up online at Saks.

The event garnered more than 3 billion press impressions, a total audience of 25 million, several design awards, and outshone the Rockefeller Center Christmas Tree for share of social media posting and traffic.

facade detail

The facade fabrication & installation process. Each element of the facade was hand-crafted in Puglia, Italy over the course of the year, and shipped for final install to New York.

advertising artwork