RIYADH, Saudi Arabia — Dior has landed in Riyadh with one of its most ambitious exhibitions yet, transforming the Saudi National Museum into an immersive journey through 75 years of haute couture heritage.
“This exhibition marks a new chapter, not just for Dior, but for Saudi Arabia’s evolving cultural landscape,” said curator Florence Müller, discussing the house’s landmark “Designer of Dreams” exhibition that opened Wednesday.
Dior’s “Designer of Dreams” exhibition.
Cédric Ghossoub/Courtesy of Dior
Following successful showings in Paris, London, Tokyo and Brooklyn, this Middle Eastern chapter of “Designer of Dreams” arrives at a pivotal moment for the kingdom. “We’re witnessing Saudi Arabia’s recognition of beauty and femininity in a new way,” Müller told WWD.
The exhibition is crafted specifically for its Saudi audience, debuting several elements not seen in previous iterations of the exhibition. “Each global venue offers a new chapter in the Dior story, but what makes Riyadh unique is how we’re incorporating elements that have never been exhibited before,” Müller explained. “The house has been acquiring beautiful pieces from auctions, which has allowed us to enhance the exhibition’s vibrancy and tell new stories.”
At the heart of the exhibition lies the spectacular “Desert Beauty” room, a bold interpretation of Christian Dior‘s 1950s designs through a Middle Eastern lens.
“The room acts as a realistic depiction of the AlUla cliff, featuring dresses that symbolize the evolution of light in the desert,” Müller noted.
The dresses in mineral-inspired hues of orange, red and yellow echo the changing desert light against a dramatic recreation of the AlUla cliff. A centerpiece gown by Gianfranco Ferré, inspired by Shakespeare and designed for desert soirées, stands alongside the “Dune” perfume collection’s artistic bottles by Florence Monot.
Dior’s “Designer of Dreams” exhibition.
Cédric Ghossoub/Courtesy of Dior
Exhibition scenographer Nathalie Crinière has maximized the museum’s soaring spaces to create immersive environments that bring the Arabian landscape indoors. “The scale allowed us to create truly dramatic structures,” Crinière said.
“Construction began in September due to the ambitious nature of our structures,” explained Crinière, who utilized the museum’s generous proportions to create varied atmospheres and surprising encounters bringing soaring cliffs indoors. The result is a journey that blends educational elements about the house’s history with immersive experiences that reflect Saudi Arabia’s environment.
Visitors journey from an immersive recreation of 30 Avenue Montaigne through varied environments, including a gallery highlighting Christian Dior’s artistic roots and Yan Pei-Ming’s portraits of the house’s creative directors. The narrative concludes in a garden-themed space, referencing the Arabic meaning of Riyadh, which is “gardens.”
“The ’60s and ’70s were pivotal decades for Dior in North Africa,” Müller reflected. “This new section allows us to explore dream destinations and cultural connections that shaped the house’s vision.”
Contemporary touches tying back to Saudi Arabia include displays featuring brand ambassador Saudi actress Aseel Omran and a Lady Dior bag interpretation designed by Saudi contemporary artist Manal AlDowayan in 2021.
The love of fragrance in the region was also not missed in curating the exhibition. “There are three distinct moments dedicated to fragrance,” Müller pointed out.
Visitors can journey through spaces celebrating the stories of Miss Dior, and the iconic 1967 ready-to-wear line with its graphic inspired themes, as well as Dune and J’adore.
The exhibition represents more than a celebration of fashion heritage, she added. “This is a dialogue between European haute couture and Middle Eastern cultural traditions,” Müller said. “It’s about showing how fashion can transcend borders while honoring local heritage.”
“Designer of Dreams” will be at the Saudi National Museum until April 2 as part of Riyadh Season 2024, the kingdom’s festive season, which features a series of high profile events.
