Since launching in 2015, Dior Sauvage has become one of the world’s most popular and recognisable scents – with one bottle sold every 30 seconds. To celebrate its 10^th anniversary this year, Dior naturally wanted to celebrate its most successful men’s fragrance in a showstopping way. Enter Fort Sauvage. 

Open to the public from 25-28 September 2025 at Somerset House, Fort Sauvage is set to be an immersive pop-up transporting fans to Sauvage’s new visual universe: a Wild West world that pays homage to 1960s Westerns, in the heart of London.  

Step inside the main corridor to discover a series of activations – the Fragrance Bar, the Wild Theatre, the General Store and the Barber Shop – each of which has been designed to explore the masculinity of the Sauvage universe. 

At the Fragrance Bar, test out the scent’s five olfactory expressions and immerse yourself in a heady mix of star ingredients, including Calabrian bergamot, Indonesian patchouli and Provençal lavender. The bar itself is inspired by traditional Western saloons, complete with slot machines, roulette and wild dice games that can unlock exclusive Dior keepsakes. 

Bringing the Sauvage world to life in cinema, the Wild Theatre will screen the latest Sauvage film – a rugged desert canyon adventure inspired by legendary Western movies – directed by Jean-Baptiste Mondino and starring Johnny Depp. 

Finally, sharpen up at the Barber Shop, offering complimentary grooming experiences and exclusive appointments with Dior Beauty grooming expert, Hayden Cassidy, on the opening day. Need to stock up on your favourite Dior fragrances? The General Store is your one-stop shop for all things Sauvage, as well as Miss Dior and J’Adore too. 

As one of the world’s most popular fragrances, this pop-up is no doubt going to be busy. Book your slot now at dior.com. 

DIOR Sauvage eau de parfum

£87

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