Hoarding at Dior, Paris

When designed well, hoarding can be a powerful part of a property marketing campaign, in residential, retail and commercial. Not only does it cover the ugliness of a building site within, it is also an extension of the brand and can be used to tease, create intrigue and interest to passers by.

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This is a stunning example that I saw in Paris. Dior was taking over a new location on Avenue des Champs-Élysées — only this time, it’s not a store. The French fashion house is moving its headquarters to the building formerly occupied by HSBC bank.

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The awning is printed with the Dior name and images of “toiles” the white prototypes used in the making of haute couture clothes, representing the know-how of its workshops. It also features Art Nouveau style mock architecturalstonework to further add to the luxury.

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