Dior is poised to debut in New York its first permanent spa in the United States inside the brand’s renovated flagship opening on Wednesday.

The spa, like the rest of the store located on the corner of East 57th Street and Madison Avenue, was designed by Peter Marino. It spans the entirety of the top floor and marks the first time Dior has allotted a full floor to a spa in one of its stores.

Perched above the couture private salons, there are four treatment rooms, including three singles and one double.

It is the opportune moment for a full-fledged Dior spa experience — offering a luxurious high-tech, high-touch approach — in the U.S., according to Véronique Courtois, chief executive officer of Parfums Christian Dior.

“The U.S. is by far the number-one market in the wellness industry,” she said in an exclusive interview. “So this is super exciting, super interesting.

“But above all, it’s the right time for Dior because we have now the full knowledge of what it means to run a spa,” Courtois continued. “We have been in the spa industry for many years, and were waiting for the right time and the right place.”

Dior has already run some pop-up spas in the U.S., such as in Beverly Hills and in Aspen.

“We are continuing this, but have seen that there is a full appetency for the brand there, and especially for this side of the brand,” said Courtois, referring to wellness. “We thought ‘What is the best thing to do to start in the beautiful destination that we are building together with Dior couture?’”

That is to offer Dior Spa Haute Wellness Science as part of the full Dior universe, which also includes fashion, leather goods, jewelry and home.

“We have a mission at Dior, which is to make sure everybody is happier and more beautiful,” said Courtois, adding each métier takes its own approach. For beauty, “it’s about you, your personal feeling, mental health, skin and how you’re going to age in the best way, healthier and happier.”

Of the spa, Courtois explained: “It’s going to be exactly what we want it to be: a super-efficient, tailor-made kind of expertise, with the most advanced menu, the most expert spa knowledge that Dior is capable of showing to the world.”

The knowledge was gleaned, as well, from operating other spas, such as in the Cheval Blanc hotels, also owned by Dior’s parent company LVMH Moët Hennessy Louis Vuitton, plus traditional French spa savoir-faire that has been integrated into the New York location’s approach.

The designer Christian Dior himself was well aware of Americans’ keen quest for beauty. He famously said: “In essence, American women are impeccable. I hasten to admit that this constant desire for beauty has made American women really beautiful.”

“We have developed something tailor-made linked to the wellness insights that are in advance in the U.S. market,” Courtois said. “So we pushed the boundaries of all our menus, our protocols, in order to be able to ensure that we are giving the most advanced menu.”

The spa will have the feel of a Parisian apartment — think parquet floors, wooden cabinets and floral-patterned massage bed covers — that’s integrated into the House of Dior New York, meant to epitomize the brand’s universe.

Marino designed Dior’s spa at the Cheval Blanc Paris, as well.

“This will be a space where you can find the comfort of Dior but [also] the excellence of the most well-known protocols of Dior wellness,” Courtois said. “What we were aiming for with this spa is a world-class, immersive Dior wellness experience.”

Clients’ skin is first diagnosed for 30 minutes with a device called Dior Measurements, which takes into account the likes of collagen, hydration and pH levels. The learnings from this help fashion which techniques will be used for a tailor-made experience.

The new, 90-minute Haute Couture Treatment for the face was co-created exclusively for the New York spa with master aesthetician Sarah Akram, who will be on site once a month. The protocol might involve cold laser, ultrasound, microcurrent, microdermabrasion, ultrasonic exfoliation, LED lights, negative ions, cryotherapy and oxygen infusion combined with Dior products and massage techniques.

This is expected to become the spa’s signature treatment. Given by Akram, it will be priced at $1,300, and by a Dior wellness expert, at $800.

“She’s been working for us on our spa approach for some years already,” m Courtois said. “But for this one, we have developed something very special to really match the U.S. needs today.”   

Also for the face are protocols including Golden Aura, which uses oxygen therapy for a glow effect; Dior Powered by Hydrofacial, with hydrodermabrasion for cleansing, exfoliating and hydration, and the Kobi-Dior, for sculpting, plumping and lifting, thanks to microaspiration and microstimulation of skin. Prices range from $450 to $575.

There will also be four body treatments available, including Dior’s New Look lymphatic drainage protocol that has been redesigned for the New York spa. It is billed to firm skin and remodel curves using anti-cellulite techniques and Icoone technology. Body treatments will go for between $375 and $550.

Dior spas have for some years been using light therapy to help positively impact clients’ body and emotions. This has led to the Recharge, Recover and Rest protocols to rebalance energy and resynchronize sleep cycles. Exclusively for the Dior spa in New York is the Happiness protocol, which lasts for 90 minutes and was designed with sleep specialist François Duforez. They’re priced at $170, as a wellness add-on.

Other such add-ons include Foot Relief, D-Scalp and Dior Skin LED Light treatments. The light protocols, used with manual therapies, take place in the Dior Light Suite.

Each treatment includes infrared or re-energizing mattresses, weighted anti-stress blankets and cryo-effect masks for a holistic experience. The ambient fragrance infusing the spa was created by Francis Kurkdjian, perfume creation director at Parfums Christian Dior.

In a beauty room, people can have bespoke makeup applied. A boutique sells Dior fragrance and beauty products, including those from La Collection Privée, Dior Prestige and L’Or de Vie, as well as exceptional pieces, such as the Amphoras and Rouge Premier.

To access the spa, clients can enter through the front of the Dior boutique. There is a separate exit on offer, so people can remain zen while transitioning on to the bustling New York streets.

“For us, a Dior spa is science of haute wellness,” Courtois said. “We are going to accompany our clients on their journey.”

She called Dior the “house of dreams.” “This is true for couture, and this is true for beauty,” Courtois said.