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When inside this quintessential fashion home, one may first notice the iconic color pallet; emulating from the great words of Dior himself, spotlighting grey tones, pale turquoise and pinks. Architect Peter Marino was the authority of this project; crafting the concept from the ideals of Parisian-chic auberges while sprinkling in nuances of emblematic British traditions. Waiting areas brimming with couches only second in comfort to clouds I could imagine. This touch makes the zone more of a home away from home; a place to discuss purchases, people, places; and overall just to prate.
The product offerings exemplify the true breadth of Dior’s range; women’s ready-to-wear, accessories, jewelry, time pieces, Baby Dior and children’s wear, a demi-measure floor dedicated to Dior Homme, and a shoe sanctuary. Dior himself once said, “A woman’s perfume tells more about her than her handwriting,” from this mantra it is only natural to integrate a special refuge reserved for this product line; a dedicated area to fragrance. This area will feature the Collection Privée Christian Dior as well as some limited edition scents.
Aside from emphasizing an assortment of products that just radiate the Dior brand message; the emphasis on art and culture is alive in the venue as well. In celebration of the inauguration an exclusive home collection featuring an array of products such as teas inspired by iconic fragrances and crystal glassware. Artists are getting in on the fun as well. Marc Quinn is lending his talents to handbags; the Lady Dior collection, made up of bags and small leather accessories, features Quinn’s art and is only available in limited quantities. Tony Cragg and Rado Kirov lent their expertise in a more structural way; sculpting pieces to enrich the sights of the Dior patrons.
Dior is coming on strong and coming in hot. With their out of the box thinking, strategic celebrity partnerships and now innovative and luxuriously over the top flagship store; they cannot be stopped! Next big news…. Raf Simon’s replacement? Let’s wait and see…..
Dior Flagship, 160-162 New Bond Street, London W1S 2UG
Words: Tara Ciccone
Images courtesy of Dior