Monday, 1 December 2014

Dior Opens New Flagship Store at Soho New York

If you were heading for the Big Apple, do not forget to add in – squeeze in, if your itinerary were already full – a visit to the new Dior flagship store in Soho.

Opened to the public on November 5, 2014, the new New York flagship boasts a modernised take on Dior’s traditional worldwide flagship at the iconic Avenue Montaigne in Paris.

The interior of the store was designed by renowned architect Peter Marino, where the space is stripped away for a cleaner and more simplified look that spells both young and new. Loft and abundant with contemporary atmosphere, the new store maintains the feminine and glamorous aesthetic that reflects the traditional elegance of the Christian Dior maison.

“This Dior is a fresh new edgy take on the traditional icons of the brand,” said the architect. “It is site specific to Soho and meant to be a playful contrast with the main 57th street flagship.”

 Echoing Marino’s statement is CEO Sydney Toledano, who believes that Peter Marino has employed a new level of creativity in evolving the world the Dior boutiques encapsulate.


“The mood is modern, contemporary art is omnipresent, the lines are pure and expressive,” Toledano further commented. “The distinctive atmosphere of 30 Avenue Montaigne is revisited in a spirit that corresponds to the avant-garde and edgy energy of Soho.”

Walk inside the store and you will come across an open layout that is truly devoted to the brand’s diverse range of products. One distinct feature that differs the Soho flagship store with other traditional Dior boutiques around the world is the metal link curtain installation that is used to suspend the ready-to-wear collection. 

The novel feature, which is not available at other Dior stores, certainly breaks the traditional boundary. On the other hand, accessories such as shoes and bags are housed in their own designated areas within the space.  

Speaking of art, to complement the cutting-edge interior design approach taken by Marino, Dior has commissioned several contemporary artistes to design artworks for the boutique. 

The artworks mirror the codes of the house and ranging from mobile sculptures at the entrance of the boutique by Larry Bell; a metal sculpture behind the show window podium by Nicolas Schoeffer; a stainless steel and glass display table at the back of the boutique by Paul Evans and steel sculpture chair near the ready-to-wear area by Filipe Gomes, just to list a few.

*Photos courtesy of Dior


Dior Soho Flagship store – 105 Greene Street, New York, NY 10012

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