Dior “Nose” is a documentary about Dior perfumer-creator François Demachy, directed by Clément Beauvais and Arthur de Kersauson. The virtual premiere screening invites guests to embark on a journey to the fields of France in an experience that breaks the boundaries of the conventional film experience.
The Dior theater blends lush imagery from the film for backdrops that transport guests to a world of luxury. Prior to the film’s screening they can view a gallery from images on set and biographies of the cast and crew.
At any point during the premiere, guests have access to a Photo Booth accessed from a page with a QR code that opens Instagram on the users phone and instantly allows them to become a part of the film. The filter is designed after the poster artwork and through sharing, generates excitement for the global release date.
Guests also received a bottle of Champagne, as well as Miss Dior perfume and Odorama cards so they could smell along as Demachy travels to Indonesian patchouli plantations and Italian lemon groves, among other places. “Live an unprecedented viewing experience in augmented reality,” the card reads. “The Odorama allows you to discover each note depicted in the film as it unfolds. Embark on the true visual and olfactory journey concealed under each numbered sample.”
Following the screening, guests were treated to a private question and answer session with Demachy and the directors for an even deeper dive into the complex world of fragrance.