Christian Dior Couture

To celebrate the launch of the second Dior × Lewis Hamilton capsule collection, xydrobe partnered with Dior to create a high-octane 4D immersive experience that transported guests into Lewis Hamilton's world, where luxury, innovation and motorsport collide.

Produced in-house by xydrobe, the experience placed audiences behind the wheel of a Formula 1-inspired journey, racing past some of the world's most iconic landmarks. From the streets of Paris and London's skyline to Milan's Duomo and China's Great Wall, each environment was meticulously crafted to reflect the spirit of the collaboration while delivering a cinematic narrative unique to the campaign.

Powered by xydrobe's signature 4D immersive technology, the experience engaged every sense. Guests experienced breathtaking 360° visuals through premium VR, synchronised with spatial audio, dynamic wind effects, scents inspired by those on a race track, and haptic motion to recreate the adrenaline, speed and emotion of the race. The result was a multisensory journey that extended the collection beyond fashion, transforming it into a memorable brand experience.

Launching throughout Summer 2025, the experience toured Dior boutiques in Milan, Miami, London and Beijing, seamlessly integrating into each retail environment while maintaining a consistent premium experience across every location.