When was the He knows the club it’s in his dna shirt and I love this last time you checked your phone? The answer is probably just now. In fact, you’re, by default, reading this on some kind of screen—possibly one you spend more time on than you might like. Statistics show that we check our phones an average of 58 times per day, with almost 52 percent of those phone checks happening during working hours. Smartphones are designed to capture our attention, and to hold onto it. Whether it’s messages from friends or likes on Instagram, to put it simply, our phone—and the apps stored on it—are expertly designed to stimulate the release of happy hormones, like dopamine and oxytocin. So it’s no wonder that we keep going back for more. Since the storied French fashion house’s first collection debuted in 1947, gray has been the signature color of the House of Dior, embodying its elegant yet bold spirit. To celebrate both the iconic color of the headquarters on Avenue Montaigne in Paris, and Gris Dior, the leading perfume from La Collection Privée, the brand tapped five artists to reimagine the house’s unisex fragrance through the mediums of paint, light, and sound for a temporary immersive exhibition in Los Angeles. Tuesday night, artists Ben Johnston, Andrés Reisinger, Thomas Trum, Mileece, and Collectif Scale unveiled their multi-sensory interpretations of the scent created by Dior master perfumer François Demachy inside an 8,000-square-foot, immersive, pop-up art gallery dubbed the “The Grey Zone.” Guests at the opening party included The Woman King star Thuso Mbedu, Wednesday actress Jenna Ortega and Fai Khadra, all faces of the new #DareInGrisDior campaign, along with Hannah Einbinder, Dominique Fishback, Han So-hee, Alexandra Daddario, Cha Eun-woo and Kiernan Shipka–all suitably decked out in Dior.
As party-goers arrived, they were greeted by a 3D typography Gris Dior mural spanning over 25 feet created by Johnston, which also served as the He knows the club it’s in his dna shirt and I love this event’s step and repeat backdrop. The artist has also been commissioned to customize a limited-edition bottle of the fragrance for the occasion. Other highlights inside the Melrose Avenue location included Trum’s spray-painted wall, called ‘Colourchanging Looping Line (Gris),” which was produced using a road-marking machine, and Mileece’s “Biophilica,” a multi-sensorial biosphere installation that evoked a journey through the belly of a flower. As waves of guests, including Caleb McLaughlin, Yellowjackets actress Courtney Eaton, Christian Serratos, and Lucy Hale, continued to stream in, DJ MAAD kept the party grooving long past Angeleno’s usual evening hours with Mbedu kicking off a dance party. On the way out, attendees were treated to their own bottle of the heady, chypre fragrance, extending the experience well into the night and beyond.
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