News late last year that Dior would take up residence in The Corner Shop at Selfridges with the first product offer from new creative chief Jonathan Anderson was greeted with much excitement. And now it has actually opened.

The department store’s Oxford Street, London, flagship is a high-profile location in which to launch the first collections by Anderson for the label.

So what does the space look like? Inspired by the archives, the “decor playfully reinterprets the boxes from the House’s very first boutique, named Colifichets”. 

The famous grey tone of 30 Montaigne features heavily with the boxes “displayed in a vertiginous array”. 

“Playful mannequins, like graceful acrobats, carry these amusing totems or eagerly open the cases to reveal their treasures,” the company said.

And in the process, we get to the important point of the pop-up — the product. Dior said that “unique creations appear: the reinvented Lady Dior, Dior Book Totes embroidered with the covers of literary classics , the innovative Dior Bow bag, revisited Dior Normandie, Dior Roadie shoes and Dior Archie loafers, as well as a beautiful selection of ready-to-wear”.

As an extra inducement for visitors to Selfridges, a personalisation service allows initials to be added to bookmarks and notebooks. And an experience – in the form of a game – “invites visitors to choose one of the emblematic grey boxes. The luckiest will find a golden ticket inside, giving them access to exceptional gifts”.

The pop-up is open until 28 February.