NEW YORK As the gentrification of Brooklyn continues to bring luxury condo towers and high-end chains like Whole Foods, an increasing number of marketers are taking their events to the New York borough. A week after AOL hosted its 2014 NewFront at the Duggal Greenhouse, Raf Simons staged his cruise 2015 show for Christian Dior at the same venue in the Brooklyn Navy Yard.
More than 900 guests, including Rihanna, Marion Cotillard, Maggie Gyllenhaal, and Margot Robbie attended the storied French fashion house’s affair on May 7. And although the celebrities arrived by private car service, the majority of guests—at the house’s recommendation—traveled to the destination via free ferries emblazoned with the Dior logo and furnished with free champagne. Even Anna Wintour eschewed a chauffeured land-and-bridge route for a quick boat ride across the East River.
With 66 looks, the fast-paced outing—Dior’s largest to date—was staged to make the most of its locale. The iconic New York skyline served as a stunning backdrop to the show—the view made all the more striking thanks to Bureau Betak, which produced the show and built a custom floor raised some 16 feet above ground. Simons, a self-professed fan of flowers and water, said he liked the concept of having the view of Manhattan instead of being ensconced on the island.
Recognizing the importance of the United States market, Dior flew in many of its top clients from around the country; in total, they made up the largest single constituency. The luxury brand also flew in 120 editors from countries including Japan, India, Russia, Dubai, the United Kingdom, and Germany, entertaining them with dinners at Crown and Indochine and, in between, lunch at the recently resuscitated Gotham icon Tavern on the Green. Out-of-town guests stayed at the Carlyle, while Simons and his team were holed up at the Pierre.
Following the show, guests were ferried back to Manhattan to attend a four-hour open-bar after-party at the Top of the Standard.