Dior takes over Kuala Lumpur Sentul Pavilion with dining experience

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French luxury brand Dior has staged a '"takeover" at Sentul Pavilion in Kuala Lumpur. The takeover consists of a showcase of Dior's recent 2024 Cruise presentation and an immersive dining experience for fans of the luxury fashion brand. The activation runs from 22 to 29 November this year.

Social media posts by attendees showed that there were shoes, handbags, dresses and accessories from the Cruise 2024 collection showcased at the takeover. Visitors can also indulge in a Mexican-influenced culinary experience at Dior Cafe, created by newly awarded one-Michelin star chef Raymond.

Prices, according to Lifestyle Asia, start at SG$80 per person for a set menu of three courses.

The Cruise 2024 collection was unveiled by creative director Maria Grazia Chiuri earlier in May. The collection pays homage to Mexican heritage through the use of butterfly motifs and is inspired by famous Mexican painter Frida Kahlo.

Don't miss: Dior takes down IG post after being accused of mocking Asians with "slanted eye" pose

Retail takeovers seem to be a popular marketing strategy for the fashion maison. Last year, Dior launched a takeover of retailer Harrods in London during the holiday season. The takeover consisted of a cafe, an immersive exhibition, pop-up shops and window displays featuring men's, women's, fragrance, baby and home collections.

Other luxury players such as GUCCI, Prada and LV have also in recent times expanded the experiences to include dining.

In a study by Cushman & Wakefield, immersive retail experiences have become the focus of many successful brands and is stated to be one of the fastest growing trends shaping the retail landscape today.

These unique experiences, add Cushman & Wakefield, produce thoughtful and experiential programming that meet the needs of consumers. These experiential programming are not limited to retail and dining to. It also includes live entertainment, creative performance, product launches and music pairings.

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