Dior at Museum of Contemporary Art — Miss Dior: Love and Roses (2019)

The Museum of Contemporary Art Shanghai hosted Miss Dior: Love and Roses, a reservation-only exhibition combining fragrance history, commissioned artworks and couture.

The venue

The Museum of Contemporary Art Shanghai is a contemporary art museum in Shanghai, set within the People's Park area. It stages temporary exhibitions in gallery rooms and uses adjoining spaces for openings and public programmes. The venue is normally visited for art displays, and its interiors are adapted for installations, screenings and reception events. Its location places it within the city's cultural and exhibition circuit.

How the space was used

For this project the museum's galleries were given over to Miss Dior: Love and Roses. The display combined the perfume's history with commissioned works by Lara Baladi and Urs Fischer's sculpture The Kiss, alongside couture and imagery. Entry was managed through advance reservation on a mini-program, with QR tickets checked at the door, and an opening reception was held in the venue.

Why it works here

The museum suits this kind of brand exhibition because its galleries are designed for temporary art installations and mixed-media displays. A fragrance house can place commissioned artworks, couture and scent narrative in a cultural setting rather than a retail one, while the opening reception uses the museum's event spaces.