Dior Parfums at Baiheng 55 — Dior Maison Christian Dior Apartment (2018)

A wine cellar clubhouse in Shanghai hosted the opening of Dior's Maison Christian Dior fragrance apartment for one evening.

The venue

Baiheng 55 is a clubhouse venue in central Shanghai built around a wine cellar, with vaulted, low-lit interiors and adjoining dining and reception rooms. It is normally used for private dining, tastings and small gatherings rather than public exhibitions. The building's stone and brick surfaces and enclosed lower-level rooms give it an interior character closer to a residence than a retail space.

How the space was used

For the one-day opening, the cellar rooms were arranged as the rooms of an apartment. Fragrances were set out across tables and shelving in loose groupings, with candles, soaps and scarves shown alongside. Guests moved from room to room in sequence, then gathered for an evening dinner where four Maison Christian Dior ambassadors appeared. Installation support came from ACTIVATION EVENTS.

Why it works here

The venue's domestic, enclosed rooms suit a fragrance house presenting a home rather than a counter. A clubhouse with restricted access allows a residentially scaled installation and controlled guest flow, and the cellar's dim, textured interiors keep attention on scent and objects rather than on shop fittings.