The agency Malherbe Paris announced, yesterday, its collaboration with Christian Dior Parfums for the design of the digital experience Miss Dior Immersive Journey, dedicated to its new eau de parfum.

By Ludmilla Intravaia

After the avatars of the Korean application Zepeto wearing Dior makeup, last July (more info in this Boudoir Numérique article), it's the turn of those of the digital character creation platform Ready Player Me to dive in the world of the French house, on the occasion of the launch of its new Miss Dior eau de parfum.

The agency Malherbe Paris, which specializes in the design of physical and digital retail spaces, announced yesterday that it had created and designed the digital experience Miss Dior Immersive Journey for Christian Dior Parfums. An invitation to follow in the footsteps of the American actress Natalie Portman, muse of Miss Dior eau de parfum, in the video below, unveiled on August 25.

Le Boudoir Numérique thus slipped into the pixel skin of an avatar to join the fragrance iconic places, such as the Château de La Colle Noire, where Christian Dior had his office or Grasse rose fields, in Provence.

Like Natalie Portman, the avatar can laze around in nature, in a blossoming field or under trees.

Last but not least, a boat at see or a pickup truck overflowing with flowers are another places to be, sadly alone for Le Boudoir Numérique (maybe because of its bad taste in hair and beard colouring choice?) and in nice company for Natalie Portman, good for her. 

The virtual experience is interspersed with archival documents, photos and videos illustrating the brand history.

The route ends in Dior virtual store avenue Montaigne, with a detour via social networks to post the pictures gleaned during the immersion. 

For Hubert de Malherbe, founder of Malherbe Paris, Miss Dior Immersive Journey represents "the first stone of a total digital brand ecosystem", can one read in the agency press release: "We will be able, for example, to immerse an avatar created for Miss Dior in the virtual world of other brand products, such as Rouge Dior, J'adore or Prestige, and thus build the entire Dior virtual universe. Hubert de Malherbe concludes : "Tomorrow, perhaps we will be able to access Dior's products offering through the website classic catalog as well as through the experience of its avatar. To enter, in short, by both sides of the mirror."

* Discover Miss Dior Immersive Journey on the brand website, here. 

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