Dior at iag Art Cinema — Dior Prestige Rose Discovery Exhibition (2024)

The iag Art Cinema in Shanghai hosted Dior Prestige's Rose Discovery Exhibition, a two-day installation built around the brand's rose-derived skincare line.

The venue

The iag Art Cinema occupies Building D of Haishu Cultural Plaza in Shanghai. It is an art-house cinema and cultural venue, normally used for film screenings and related programming. Its interior provides screening rooms and open event areas that can be adapted for installations, presentations and controlled visitor routes. The venue sits within a larger cultural complex rather than a retail mall.

How the space was used

The venue was arranged as a linear sequence of themed rooms: a mirrored chamber with suspended rose-bead light spheres, a micro-nutrition display, a rose garden corridor, an immersive interactive area, a rose laboratory and a product experience zone. Its enclosed rooms allowed controlled lighting and projection, and the route moved from brand storytelling to skin testing and product trial.

Why it works here

The venue suits this kind of activation because its enclosed, gallery-like rooms allow controlled lighting, sound and circulation. Its position inside a Shanghai cultural complex places the exhibition within a destination used for film, design and cultural programming, rather than a retail setting.