Maison Dior unveils new boutique in Geneva

The facade features graceful, streamlined curves, echoing the lines of the Dior flagship in Seoul. An ode to the savoir-faire of excellence, six bewitching interweaved petals soar skyward, evoking the fabrics of Monsieur Dior’s couture creations. Glass walls between these veils allow the sun’s rays to penetrate in captivating interplays of light and shade, a poetic dialogue between interior and exterior. At night, the lighting appears filtered through elegant resin shells, transforming the building into a majestic urban lantern, LVMH said in a press release.

The ultra-contemporary setting developed by Dior also channels the iconic 30 Montaigne, with its refined atmosphere bathed in light hues. A wall runs across all the floors like a subtle Ariadne’s thread, displaying unmistakable white canvases. These expressions in volume, as in a sketch, are like the starting point of collections brought to life in haute couture collections.

The decor is an invitation to wander, punctuated by numerous artworks by Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline and Dashiell Manley, an homage to the founder couturier who was also a gallery owner and avid art collector. Some of his precious archival sketches also grace the walls, joined by iconic photographs by Brigitte Niedermair. The private salon also boasts an immersive fresco by François Mascarello.

The boutique’s six floors present a selection of pieces from the Dior Spring-Summer 2024 ready-to-wear collection designed by Maria Grazia Chiuri, as well as Dior Summer 2024 menswear looks by Kim Jones and exquisite jewellery creations signed by Victoire de Castellane.

Fibre2Fashion News Desk (RR)