Dior launches a massive flagship in Geneva

Christian de Portzamparc has designed a new flagship store for the house of Dior. The architect was already entrusted by Bernard Arnault in 2011 with the design of a massive boutique in the heart of the elegant Cheongdam-dong district on Apgujeong Avenue in Seoul. Its lines already resembled the white cotton canvases that the couturier worked with. These long, molded fiberglass shells inspired the shapes of the white petals that now adorn the façade of the Geneva building.

Inside, a wall spanning the six floors showcases the iconic white canvases. And everywhere, works of art can be admired, including creations by Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline, and Dashiell Manley, paying homage to the founder couturier who was a gallery owner and collector. An immersive fresco by François Mascarello, inspired by the paintings of Ferdinand Hodler and Cuno Amiet, recalls Lake Geneva.

Dior offers a selection of ready-to-wear women's models imagined by Maria Grazia Chiuri, men's looks by Kim Jones, and creations by Victoire de Castellane.

LVMH, owner of the Christian Dior brand, whose sales totaled €86.2 billion in 2023, continues to rework the flagships of its iconic brands worldwide to increase their desirability, a major challenge in luxury today. The customer experience is the other major challenge in the sector. Restaurants, museums, seaside pop-ups, and Dior experiences have multiplied in recent years.