Every brand tries to differentiate itself through features that set them apart from the rest: distinguishing features/ unique selling points. For a fashion brand that embodies its founder, these distinguishing features are closely linked to his creative life. Christian Dior, the iconic fashion designer of the 20th century, left behind a legacy that is rich in designs and creations. During his lifetime as a designer in the various disciplines of fashion, the creation of perfumes, the interior design of his fashion stores and the presentation of his products, he developed his own distinctive signature.
Now the heir and continuator of this well-known brand is faced with the challenge of taking the essence of these distinguishing features which reflect the emotions of a specific time, and reinterpreting them to convey a message fitting for today’s customers, fashions and needs. The essential features that make up the brand are to be transformed: a transformation of the codes.
The Christian Dior brand has a large number of such codes that are associated with the brand itself in addition to the actual fashion. Historic elements such as the Cannage pattern (braiding), the gray wall panels (moulures), the oval, pied de poule (houndstooth) and several others are central to the identity of the Dior brand.
We, the design studio LABVERT from Vienna, were commissioned by Christian Dior Perfumes to further develop the codes of the brand. We have taken the liberty of creating a radical interpretation, calling upon the avant-garde tradition of the fashion company to guide it in the future as well. Through design studies, we initially examined variations of geometry, mostly in proliferation, accumulation and patterns. These were still free of any function, ranging from simple lines to surfaces and all the way to complex shapes. Several of the studies were implemented in exclusive textiles, metal, carbon, 3D prints and crystal glass. These design studies are the basis for the design realized in the Dior showrooms.
The geometry designs can be interpreted and implemented on a small scale as a detail or on a large scale as a facade, with the conclusion that they are independently associated with the DNA of the brand.Architect: LABVERT
Project name: Dior Codes