case study: DIOR x dim dam dom

Developers, agents and architects can learn how to innovate in designing, branding and marketing buildings from a 55-year old promotion by Dior.

In 1969, Christian Dior Couture illustrated why it is an avant-garde brand in its collaboration with Dim Dam Dom, a popular and innovative French TV programme at the time:

Rather than be featured in a designated segment on fashion like other brands did on the same show, Dior instead opted to discreetly integrate its designs in a music video by an iconic singer (Francoise Hardy) singing a top-hit song (comment te dire adieu) written by a legendary musician (Serge Gainsbourg). The space and Ms. Hardy's outfit are both designed to complement each other. The word Dior makes a subtle and quick appearance towards the end of the segment, letting the video deliver a far more poignant marketing for Dior than a traditional advertisement.

In effect, Dior produced a music video and curated fashion and architecture under the rubric of popular culture. This was 10 years before the proliferation of music videos in the 1980s, and over 50 years ahead of marketing trends making the rounds right now about narrative, storytelling and integrated product placement in high-end TV production.

A snapshot of the late 1960s and arguably a blueprint for the 1970s, Dior has effectively manufactured taste by seamlessly aligning fashion design with architectural design with popular culture.

55 years on, this debate is ongoing in branding and marketing: How can brands benefit from popular culture to innovate in design and innovate in communication? If branding does it, why not architecture? If retail does it, why not property?