The concept of a pop-up store has its histroy tied to luxury fashion. Back in 2004, Rei Kawakubo opened one of the first pop-up shops (if not the first) for Comme des Garçons in Berlin, prompting a wave of even more guerilla-style marketing. Fast-forward to 2018 and the pop-up store has singlehandedly taken over the mainstream consciousness, with beauty brands and concert merch joining in on the fun.
Of course, in the name of differentiation, luxury labels have been presented with a challenge when it comes to retaining exclusivity while being up-to-date, so instead of opening up pop-up shops at any old storefront, they have decided to capitlize on the idea of destination pop-ups. For example, Chanel has announced it will be planting temporary roots in Saint-Tropez for the summer, and now, Dior revealed it will be popping up on the Greek isle of Mykonos from June 15 to October 15 at the Nammos shopping village.
It's an exciting moment for both Dior and Mykonos considering the French fashion house has no permanent boutique on the island. As WWD reports, Mykonos has played a part in the brand's history; several dresses bear names such as Athènes, Corfou and Rhodes. The shop will feature an exclusive Mykonos-branded capsule collection made up of book totes, bodysuits, sweaters, caravats, pareos, and jewelry, some emblazoned with the slogan "J'ADIOR Mykonos." Pieces from Dior's fall collection will also be available for purchase.