Case Study: Dior Backstage creates a sold-out NYFW pop-up with AGENC

Dior Backstage drives 32K+ pedestrian impressions in 5 days with AGENC

Dior Backstage faced the challenge of creating a unique and immersive sensory experience to bring the Miss Dior Millefiori fragrance to life during New York Fashion Week. The goal was to design an unforgettable pop-up activation in Gansevoort Plaza that would capture the essence of the scent, engage consumers, attract press, and elevate the brand in a competitive market. AGENC collaborated with Dior's internal teams on this project.

AGENC designed and executed a custom pop-up structure inspired by the Miss Dior bottle. The solution featured a stylized interior with a floor-to-ceiling video wall, an infinity flower field mirror room, a Dior café, custom bouquet making, and a floral photo moment. This activation achieved daily sell-outs, became a social media sensation, and garnered significant press attention. The results included over 32,000 pedestrian impressions and more than 500 daily guests over its five-day run, earning AGENC several industry awards for the experience.

Dior Backstage