For years now, the Christmas light-up along Orchard Road has been a sign that the year is coming to an end and that the festivities are near. ION Orchard's location as the start of Singapore's famed shopping belt means that it's also become a sort of landmark to the annual light-up—this year's sees French couture house Dior taking on the honour.
While it's typical for brands to opt for a somewhat traditional Christmas tree installation right outside of ION Orchard, we've seen over the years a penchant for more theatrical interpretations. Dior opts for a Dior Star once again this year (its takeover in 2022 was a Dior Star rendered in elegant dark hues of gold and black). This time around, the Dior Star stands 15 metres tall and reflects the Dior Cruise 2025 collection by creative director Maria Grazia Chiuri themed around Scotland's rich heritage.
The 2024 Dior Star installation takes reference from fairy tales as it's designed to resemble a giant pop-up book with the Dior Star exploding into the atmosphere surrounded by majestic animals the likes of a unicorn, lions, a deer, a monkey, and birds. It's definitely a non-traditional Christmas tree installation but the surrounding scenography of lush vegetation with accents of red florals do nod to the occasion.
As with takeovers go, Dior has more to offer inside the mall. Throughout the interior of ION Orchard, multi-sensory displays and Christmas decorations by Parfums Christian Dior can be found just about everywhere. They culminate in a duo of pop-ups at the Level 1 Atrium of the mall—a Dior Beauty Christmas pop-up and a Dior Café. The former is what one would expect fitting for the season with a number of gift sets conceptualised to make gifting easy (and luxurious) topped up with a number of personalisation options. The Dior Café is a collaboration with L'éclair Pâtisserie, featuring a specially curated high tea set consisting of familiar French sweets such as eclairs and macarons.
The entire Dior Holiday Season takeover officially launched yesterday evening. Attended by a number of local celebrities, the highlight was most definitely the appearance of Dior ambassador and South Korean actor Jung Hae-In. A constant figure at Dior and Dior Men shows, Jung was dressed in a sleek navy suit sans tie and finished with a Dior Charm brooch—all from the latest Dior Men Spring 2025 collection. He arrived to a cacophony of screams by fans waiting patiently behind barriers around the outside ION Orchard as well as outside the Dior boutique, as he first made his way to the Dior Star before making his way to the boutique. Somewhere in between, Jung was surrounded by a crowd but like the seasoned professional that he is, he stayed calm and obliged fans with waves and finger hearts as signs of acknowledgement.
And just like that, the festive season has officially commenced.
The Dior Star is located outside of ION Orchard until 1 January 2025, while the Dior Beauty Christmas pop-up and Dior Café are located at Level 1 Atrium until 2 January 2025.
