Dior is scaling a quiet but powerful circularity experiment with the 4th edition of “Open Windows,” an internal initiative that gives the brand’s visual merchandising creations a second life while engaging teams around sustainability. Hosted in Paris, this latest edition drew nearly 1,000 visitors from Dior and LVMH, supported by more than 60 volunteers, underscoring how deeply the project now sits inside the House’s Dream in Green strategy.
What ‘Open Windows’ is
‘Open Windows’ was born out of the LVMH DARE program, an intrapreneurship platform that encourages employees to “Disrupt, Act, Risk to be an Entrepreneur” by pitching and developing new ideas. Within this framework, Dior teams proposed rethinking the life cycle of Visual Merchandising (VM) elements, moving from a linear model of create install dispose to a more circular and responsible one.
At its core, the initiative organizes eco-responsible sales of window décor, props and visual elements that would otherwise be stored or discarded. By opening these pieces up to employees and partners, Dior extends their use into homes, studios and community spaces, turning past campaigns into future objects.
How the 4th Paris edition worked
The latest edition in Paris brought together close to 1,000 visitors from across Dior and LVMH, supported by over 60 volunteer organizers drawn from Dior Talents. The scale reflects how the project has grown from an internal experiment into a recurring event embedded in the Maison’s culture.
Participants could purchase decorative window pieces and VM elements, with all proceeds donated to a partner non profit organization, reinforcing the initiative’s social impact alongside its environmental benefits. The event also featured talks by Dior and LVMH leaders on circularity, upcycling, inclusion and social engagement, turning the sale into a broader learning and dialogue platform.
Circularity, charity and culture change
Because Open Windows is fully non profit and channels 100% of proceeds to partner organizations, it ties environmental goals directly to community support. Earlier editions of the VM initiative were recognized with a Bronze Joining Forces award at the LVMH LIFE 360 Awards, highlighting its role in bringing cross functional teams together around sustainability.
The project also acts as an internal culture lever, normalizing reuse and upcycling in a part of the business window displays that historically relied on one off, high impact creations. By making these elements desirable objects with a second life, Dior demonstrates that creative excellence and circularity can reinforce rather than contradict each other.
Tied to Dior’s Dream in Green roadmap
‘Open Windows’ is explicitly aligned with Dior’s Dream in Green environmental strategy, which is built around biodiversity protection, climate action, circularity and collective engagement, and itself aligned with LVMH’s LIFE 360 roadmap. Within that framework, VM circularity sits under the circularity and engagement pillars, combining eco design, high quality recycling, and active involvement from employees.
Dior has signalled that following the Paris session, new editions of ‘Open Windows’ will roll out in Hong Kong and Shanghai, extending the model from Europe to Asia and adapting it to regional realities. This global expansion mirrors the Maison’s wider goal to train all employees on environmental issues by 2026, using concrete initiatives like this to make sustainability tangible in day to day work.
Voices from inside Dior
“Alice Dey, VM Purchasing and Compliance Manager, says this 4th edition in Paris “reinforces the initiative’s growing momentum: we are building a more sustainable future, one piece at a time,” emphasizing how each repurposed item contributes to a larger shift. Frédéric Briot, VM Operations Director, adds that “giving all these items a second life is a collective triumph,” and that the success belongs equally to participants and volunteers.
These comments echo previous statements where Dior has described itself as a “dynamic creative laboratory” that embeds sustainability into creativity rather than treating it as an add on. By rooting ‘Open Windows’ in both Dior Talents and the LVMH DARE structure, the House turns circular visual merchandising into a shared project that mobilizes teams across roles, regions and métiers.
