The Store Scout | CHRISTIAN DIOR New Bond Street London


BY KENNETH RICHARD

The House of Dior doubled down in London this week, with the unveiling of both their Cruise collection and launch of their largest boutique in the city, via a four floor flagship in Mayfair.

The Dior boutique at 160-162 New Bond Street was conceived by longstanding Dior architect Peter Marino and blends not only emblematic Christian Dior codes with British tradition, but also a wide variety of the house’s collection together in a single location. Women’s ready-to-wear and accessories, jewellery, timepieces, Baby Dior and children’s wear are housed in the same building as a Dior Homme space, which will provide a demi-mesure service for the first time in the country. The House of Dior will also offer three private salons for VIP clients, as well as a perfume area in which exclusive creations and the Collection Privée Christian Dior will be presented. The new House of Dior boutique in London will also unveil an exclusive Dior HOME collection.

The store concept marries tradition and abstraction harmoniously through motifs and colours. The stone interior is softened with silk carpets and furniture in the neo-Louis XVI style to evoke the atmosphere of a Parisian hotel. Monsieur Dior’s taste for art is expressed through ‘Distant Cousin’ by the sculptor Tony Cragg, positioned at the foot of the light-drenched stairwell, and a metal sculpture by Rado Kirov installed in the dedicated shoe salon.

Peter Marino has gained a reputation as fashion’s leading architect and recently honored as a Chevalier de l’Ordre des Arts et des Lettres by the French Minister of Culture. And with the opening of the new boutique in Mayfair, he and Monsieur Dior are both earning that honor by expanding the footprint of French elegance.

Founding Architect | Peter Marino

Location
160-162 New Bond Street
Mayfair, London W1S 2UG