Dior to host Fort Sauvage pop-up to mark the fragrance’s ten-year anniversary

By Lollie Hancock | Published: 10-Sep-2025
Fragrance Marketing

The luxury beauty brand is inviting visitors to Sauvage’s ‘Wild West’ universe in London, UK, to mark ten years of the bestselling scent, which is fronted by actor Johnny Depp

 Dior Beauty is set to mark ten years of its bestselling fragrance Sauvage with an immersive pop-up experience in London, UK.

Fort Sauvage, located at Somerset House, will run from 25 to 28 September and aims to transport visitors to the fragrance’s “new visual universe”.

The pop-up pays homage to 1960s style western films, with inspiration from western saloons and desertscapes as visitors go from room-to-room.

The space will include a number of interactive environments and special activations, from The Fragrance Bar to The Barber Shop.

In The Fragrance Bar, guests will be able to discover the scent and its core ingredients.

The room will also have a number of interactive games, from slot machines to wild dice, where visitors are in with a chance of winning exclusive Dior keepsakes.

Visitors can book complimentary grooming treatments with expert barbers, including Hayden Cassidy, Dior Beauty’s Grooming Expert.

Sauvage’s latest film, fronted by Pirates of the Caribbean star Johnny Depp, will be screened in The Wild Theatre throughout the pop-up.

Depp has acted as the face of the luxury fragrance since 2015.

The general store will offer visitors an opportunity to shop Sauvage, as well as experience and purchase the LVMH-owned brand’s full fragrance portfolio.

Book your visit to Fort Sauvage here.

Lead image credit: Christian Dior Parfums

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