Overview

• Open to the public Sept. 25–28 in central London, the multi-room activation features The Wild Theatre, The Fragrance Bar, The General Store and The Barber Shop inside a Dior-branded blue structure in Somerset House’s courtyard.
• The Wild Theatre screens the new Sauvage film starring Johnny Depp and directed by Jean-Baptiste Mondino on a continuous loop, with Depp visiting the pop-up during opening celebrations.
• Complimentary 30‑minute grooming appointments at The Barber Shop were offered by reservation, and Business of Fashion reports all slots were filled by the time doors opened.
• Guests can shop all five Sauvage scent formats and the 2024-launched Sauvage skincare range alongside Miss Dior and J’Adore, while experiential touches include mocktails keyed to fragrance notes and games like roulette, slot machines and dice for samples or prizes.
• Dior frames the activation as a push to capture more male shoppers, citing Circana data that positions Sauvage as the world’s top-selling men’s fragrance and public reporting that the scent sells at a rapid cadence, as men’s skincare usage has risen in recent years per Mintel.