Dior at The Sanya EDITION — DIOR Summer Garden Campaign (2023)

The Sanya EDITION hosted DIOR Summer Garden, a campaign installation across lakeside, café and leisure areas with a pop-up shop.

The venue

The Sanya EDITION is a resort hotel in Sanya, Hainan. Its public areas include a lake-side space, café and entertainment areas, and room for temporary retail. These spaces sit within the hotel’s leisure circulation, so a campaign can occupy outdoor and indoor zones that guests already move through. The venue is normally used for hotel dining, relaxation and social activity.

How the space was used

For DIOR Summer Garden, the hotel’s lake-side space became the campaign’s outdoor setting, while café and entertainment areas carried the social and leisure parts of the installation. A pop-up shop was added within the property. The project used separate zones rather than a single room, so visitors moved between waterside, seating and retail points as part of one route through the hotel.

Why it works here

A resort hotel suits this kind of campaign because guests already move slowly through indoor and outdoor leisure areas. The lake-side setting gives the installation a natural backdrop, and the café and entertainment spaces allow the project to combine display, pause and temporary retail within the hotel’s existing circulation.