Dior The Maison Dior

Problem

How do you translate the immortal dream of 30 Avenue Montaigne into a digital interface? For Dior’s new website, the challenge was to take the Maison’s heritage and make it tangible, bringing the magic of couture directly to the user’s fingertips.

Background

In the early-to mid-2010s, luxury brands were still highly skeptical of the internet, they feared that being online would ruin their exclusivity. AKQA’s early work for Dior was crucial in proving that digital could actually enhance luxury.

Ambition

To unify the entire Dior universe into a single global flagship. For the first time, the house’s two main pillars, fashion and beauty, share a common digital ground, bridging different technical architectures, business models and audiences.

IDEA Parisian elegance, made tangible

The frame becomes the masterpiece itself. Inside The Maison Dior, discretion reigns; the invisible becomes visible, yielding the spotlight to what is truly mesmerising: collections and creations.

Sculpting a digital brand temple, one detail at a time.

Role

01

Bespoke typeface design

Designed a bespoke serif typeface as a way to pay homage to the editorial roots of the brand and gracefully elevate its presence in the digital sphere.

Website concept and design
02

Website concept and design

Recreating the iconic 30 Montaigne: Wander & Wonder evokes the flagship’s unique atmosphere through vibrant colours, rich visuals and evolving background tints.

Design system
03

Design system

Developed a glassmorphic design system to capture the same sense of depth found in Dior’s signature lines.

Motion
04

Motion

Used motion to orchestrate each element harmoniously, guiding the user’s attention from one focal point to the next.

A smartphone displays the Dior website featuring a woman in a black dress sitting on stairs, with the headline A Rebellious Grace and Enter Womens Summer 2024 on the screen.
A clear bottle of Dior Lucky perfume with a black cap is surrounded by white fabric and delicate lily of the valley flowers, creating a soft and elegant composition.
A woman with braided hair wears a long-sleeve, black-and-white patterned dress and holds a white designer handbag with a gold clasp, standing in profile against a light gray background.
A smartphone displays Dior’s website featuring a pink Miss Dior perfume bottle surrounded by pink flowers, with text reading The Couturiers fragrance and options to explore and personalize.
A person in a black outfit carries a black textured leather shoulder bag with a gold-tone CD buckle; a digital overlay shows menu options for Lady Dior and Dior Book Tote.
A close-up of a shiny golden Dior bottle with a screen overlay showing options to personalize it with a free cord and charms or to purchase the bottle for 50€. The screen has a Back button at the bottom.

Result

Conceived and delivered in under 11 months, the platform has been adopted across over 45 markets, generating immediate increases in both user engagement and business conversion from day one.

At the frontier

ALAÏA

Form before fashion

Bethesda Softworks

Adventure Calls

TikTok

Every commute, an open-air classroom.

Dior

A timeless dream, now online

ING

Branding that moves first

Montblanc

A world first for the art of writing

Google

Shopping becomes imaginative

Generative Store

Lemaire

A design philosophy, translated to digital

Nike x Kylian Mbappé

Childhood bedroom. Global belief.

Nestlé

Expert nutrition. Now for every family

Starbucks

Loyal to coffee culture

Loyal to coffee culture

Porsche Motorsport

The digital arena of racing

Proximus

Hide from the screen. Seek re-connection

Hide from the screen. Seek re-connection

Volvo

EX60 Reveal

EX60 Reveal

Delta Air Lines

The app that redefined travel

Virtual Donors

A game-changer for organ donation

UN Women NL and DEGIRO

Turning bias into financial opportunity

Netflix

From film launch to evergreen game

Bethesda Softworks

Forever in adventure

SKIMS

Get rewarded for being you

Get rewarded for being you

Museum for the United Nations - UN Live

NATURE. Finally credited

Uber

The Unthinkable Ride

UPS

Easier shipping, stronger businesses

Nike

Serena’s soul of play, decoded by AI

Miami Design District

Where culture comes alive

Where culture comes alive

Tennis Australia

Inventing audible sport

Samsung

Inside the new Galaxy Watch 4

What’s your

next frontier?
Footer Fallback Image Gradient
Footer Fallback Image Gradient
  • Privacy Policy
  • Cookie Policy
  • Perspectives
  • AKQA Companies
  • Sustainability
  • News

IDEA Parisian elegance, made tangible