Christian Dior’s House of Dior opening in New York was designed to live beyond the store. While the Madison Avenue flagship anchored the moment physically, much of the launch played out in public space and online, with our large-scale projection on the Helmsley Building becoming one of the most visible elements of the rollout.

Positioned just a few streets from the flagship, the projection stood apart in how it circulated so quickly. Emphasizing the effectiveness of large scale disruptive OOH and the repeated visibility that it generates. That approach aligned with the opening itself: a long-term statement about Dior’s commitment to New York, rather than a one-night reveal.

The imagery moved fast. Content posted by Dior and reshared across fashion and culture accounts including Vogue, WWD, Whitewall, and Hypebeast spread widely across feeds, Reels, and Stories. Across the Instagram posts shared across major influencer pages that included Hauteliving and Secret NYC, the projection generated in excess of 22,000 likes and counting, with significantly more reach coming from organic reposting and short-form video views.