Launches — 2025
Dior
Overview
Dior's first standalone Lagos activation, introducing the maison to West Africa's luxury consumer through a three-night experiential residency.
Insight
Lagos's luxury audience responds to intimacy and access, not scale — the smaller the room, the higher the perceived value.
Challenge
Dior needed a Lagos debut that felt native to the city's social and cultural rhythm, not a scaled-down version of a European launch.
Strategy
A three-night invite-only residency built around Nigerian creative talent, with global press access layered on top rather than leading.
Execution
In-house production of the residency space, a curated guest list spanning fashion, film and music, and a coordinated media embargo across four markets.
Results
- 6.2M+
- Impressions
- 22
- Press Placements
- 340
- Guests
Media Coverage
- Business of FashionDior's calculated Lagos debut
- Marie ClaireInside the room Dior built for Lagos
Next Project
L'Oréal →