Lately, major cities have been popping up with more shopping opportunities that fall further into the realm of experience. As the luxury market slows in the face of economic downturn, there’s more emphasis on bringing shoppers (and future potential shoppers) a premium shopping experience in brick and mortar locations—and today, Dior is setting the bar high with its reopened New York flagship, House of Dior.
Jonathan Taylor
At the corner of 57th Street and Madison Avenue, just steps from the historic site where Christian Dior first established his presence in the U.S. in 1948, looms the newly-unveiled building, which spans four floors and has been designed by Peter Marino. The offering not only includes ready-to-wear and accessories, but fine jewelry, menswear, Dior Maison (located next to the main boutique, and the house's first standalone Dior Maison boutique), and a airy Dior Spa on the fourth floor, marking the first Dior Spa in the United States. The spa, which offers a fully immersive head-to-tor experience, offers bespoke facials using a host of modern skin therapy techniques, like cryotherapy, LED lights, lymphatic drainage, microcurrent technology, and more—all paired with Dior's luxury skincare products, of course.
Jonathan Taylor
According to a press release, the city always held a fascination for Christian Dior; it was New York which monsieur Dior called “one of the great capitals of the world" and one which he forged a deep bond to throughout his life and career. In his memoirs, he wrote: “To all my questions, it was the city of New York itself which gave the best answer—when it appeared on the horizon at dawn on the fifth day, radiant with the glory of its Indian summer...carried away by my enthusiasm, I completely forgot the ancient continent of my birth...My two days in New York were spent in a continuous state of wonder.”
Jonathan Taylor
The House Of Dior space is reflective of this sentiment, warm and homely with interiors that reflect Dior's homewares offering. The first floor, which has two entrances, is made up of the maison's leathergoods, fine jewelry, and menswear offerings. The second is dedicated to women's ready-to-wear and shoes; the third, VIP salons and a dedicated fine jewelry room, and the fourth is home to the Dior Spa, where clientele can visit before, after, or separate to their shopping experience for some R&R.
Jonathan Taylor
Dior's new flagship reflects a shift in luxury shopping happening at the moment, which places an emphasis on stores acting as destinations to spend an entire afternoon in. Prada is rumored to be opening a café across the road from the famous Fanelli Café in SoHo, while Printemps, the luxury retailer on Wall Street, has gone viral for its breathtaking interiors and copious dining experiences dotted throughout. The message is loud and clear: Time to get offline and go shopping!
