Miss Dior.
Pink LED.
The wall blushed.

A custom-pink LED wall built for a Dior parfume launch, with a live artist guiding the room from first-timers through to confident writers.

For Miss Dior's September 2025 New York parfume launch, we built a wall to fit the room: a custom-branded LED that pulled directly from the fragrance's visual language — pink, soft, floral, but with the same spray-can mechanic running underneath as every Graffiti+ deployment. Guests stepped up, picked colours, and painted their own version of what Miss Dior meant to them — including the guest piece visible in the hero shot, signed "DIOR × Marie" in spray.

A live graffiti artist stayed on the wall the entire night, guiding people through the cans — calling out cap choices, walking first-timers through their first stroke, freeing up confident writers to do their own thing. The room moved through both modes: a quiet watch, then an active turn. By the end of the night the wall had collected a hundred takes on the brand — bold, soft, sprayed and shareable.

Fragrance launches are typically a stand-and-sniff affair. The wall gave guests something to do with their hands, and a piece on social before they walked out — which is what a Dior room full of cameras is supposed to produce.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms luxury brand events into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Miss Dior, Chanel, Louis Vuitton, Hennessy, Espolón, Nike and Samsung to bring authentic, participatory experiences to audiences everywhere.

A pink LED wall, a Dior crowd, and a hundred pieces on the can before the night was over.