Nearly 5 months after its collaboration with Gucci’s Ancora pop-up in Beijing, Grid Coffee has announced another high-profile luxury partnership. This time, with Dior. Also, at the Taikoo Li Sanlitun location, Dior launched a pop-up exhibition dedicated to the Miss Dior Parfum. Grid Coffee will be providing two coffees inspired by the Miss Dior, sold at both the Dior pop-up and its own Sanlitun branch.
Titled Love Fearlessly, the collab is to celebrate Qixi, or Chinese Valentine’s Day. The pop-up and the coffee will be available between 1 and 11 August, a day after Qixi. Miss Dior pop-ups will also be open at Qiantan Taikoo Li and MixC World in Shenzhen but without the exhibition. The immersive display is curated with the theme of love, for the Qixi festival. It details the history of the Miss Dior perfume since its release in 1947 and different iterations of the fragrance. It also contains interactive touchpoints such as a photo booth, or in this case, a video booth that takes GIFs of moving images.
Grid Coffee, paying homage to Miss Dior, released a hot and a cold beverage. The Provence Cold Brew pays homage to the birthplace of the iconic perfume, as it was inspired by Christian Dior’s love for the region in southern France. It has a citrus note with oat milk whipped cream on top with chocolate flakes. The hot drink, Roasted Love, reflecting the love motif of the Qixi pop-up, combines Yunnan coffee beans with oat milk with a nutty flavour, and added rooibos tea for herbal flavours.
Founded in late 2021, Grid Coffee with its USP on single-origin coffee, has been expanding gradually, with its latest Shenzhen location opening on 28 July. The brand has also recently opened a “Pro” version with hot meals served. It has a strong sense of branding with its boutique locations and high-end beverages, focusing on “emotional value”, as seen in recent campaigns such as the “wet market” exhibition and its luxury collabs. With fierce competition in the coffee arena and similar boutique chains like Manner in controversy, it will be interesting to see how Grid keeps its messages relevant and resonating.
