Rouge Couture

For the launch of the new Rouge Dior Couture, an immersive experience was designed within the 2024 Dior pop-ups. The concept relied on a fully interactive scenography orchestrated through video mapping. After scanning a QR code, visitors could discover on their smartphones the complete unfolding of the lipstick, deconstructed like a couture garment, revealing its components before reassembling. This sequence immersed the audience in the very mechanics of the product and its innovative formula. Three key ingredients then appeared on the application, peony flower, shea butter, and pomegranate flower extract, allowing visitors to select them one by one. With each choice, the physical space transformed through mapping, immersing the audience in the dreamlike world of the ingredient. The experience concluded on the smartphone with the recomposition of the stick and its signature magnetic click.