This September, London will play host to a Dior experience unlike any other. From September 25 to 28, Somerset House will transform into Fort Sauvage, an immersive pop-up space celebrating ten years of Sauvage, the world’s bestselling fragrance, and the launch of its latest campaign starring Johnny Depp.
Stepping inside Fort Sauvage will feel like crossing into a new frontier. Dior has reimagined the iconic fragrance’s identity through the lens of a 1960s Wild West, a cinematic world of rugged landscapes, raw masculinity, and untamed freedom right in the heart of the city.
Visitors will be invited on a sensory journey through the Sauvage universe. The Fragrance Bar will open the doors to Dior’s olfactory savoir-faire, revealing the five interpretations of the scent from the classic Eau de Toilette to the intense Elixir alongside the star ingredients that have defined Sauvage’s powerful signature, including Calabrian bergamot, Indonesian patchouli, and lavender from Provence.
In the Wild Theatre, Dior will unveil the latest Sauvage film by legendary director Jean-Baptiste Mondino. Set against a backdrop of sun-scorched canyons, the film follows Johnny Depp the face of Sauvage since its launch in 2015 capturing the magnetism, wit, and freedom that have made both the man and the fragrance modern icons. Exclusive behind-the-scenes footage will offer a rare glimpse into the making of this cinematic universe.
The experience continues with a traditional Western saloon brought to life in the heart of Somerset House. Here, guests can try their luck at vintage-inspired games for the chance to win exclusive Dior keepsakes, while the Barber Shop offers grooming experiences with Dior beauty experts, including celebrity barber Hayden Cassidy, who will be on hand during the opening day.
Finally, the General Store will invite visitors to explore Dior’s full fragrance collection, from the rugged elegance of Sauvage to the timeless femininity of Miss Dior and J’Adore.
More than just a pop-up, Fort Sauvage marks a decade of a fragrance that has come to embody modern masculinity: bold, magnetic, and free. For four days only, Somerset House will become the beating heart of this untamed world a place where scent, cinema, and style collide in pure Dior fashion.
Registration for Fort Sauvage is now open at Dior.com.
