Dior Has Opened a Flagship Boutique on Rodeo Drive in Beverly Hills


Everything Christian Dior loved — gardens, art, fine food and, of course, fashion — can be found in the new House of Dior Beverly Hills, in a state the designer once called “paradise on earth.”

Opening to the public on Saturday, the flagship store at 323 North Rodeo Drive by American architect Peter Marino boasts a stucco facade and a purposely casual layout — respectively a building material and an attitude integral to California — along with the elegance and glamour associated with the storied French couture house.

The storefront is adorned with window installations: whimsically crafted miniature scenes that bring Paris to Los Angeles, highlighting Dior’s history and its ties to Tinseltown. They include an impressive recreation of La Galerie Dior at 30 Avenue Montaigne, with incredible detail and precision of its store facade and interior spiral staircase, as well as a striking showcase of figurines in snow globes celebrating Hollywood moments, complete with a red carpet, a “HollywoodDior” sign and landmarks like Hotel Bel-Air. Among the characters is Christian Dior himself, seated at his desk and putting pen to paper, with the words “Whatever you do — for work or play — do it with passion” inscribed below.

The new building boasts a lush, central garden enclosed in glass and visible from the exterior, which also was realized by Marino in collaboration with landscape architect Peter Wirtz; a large VIP level on the top floor with a secluded terrace that offers — on a clear day — views of the Hollywood sign, and Dior’s first Stateside restaurant, helmed by Dominique Crenn, a three-Michelin-star chef who also bakes haute artistry into her exceptional cuisine.

Live plants and botanical motifs can be found throughout the store, and exalted in artworks by Adam Fuss, Frederic Heurlier-Cimolai, Horst P. Horst, Jorge Galindo and John McAllister, alongside bronze, metal and aluminum furnishings including coffee tables by Voukenas Petrides Studio, side tables by Audiane Delos, a console by Laurent Chauvat and a forest green desk by Maison Leleu. Standouts — prominently featured on the first floor — include a colorful Niki de Saint Phalle sculpture in the garden and Claude Lalanne’s circular “Ginkgo Bench” bench, punctuated with fresh blooms.

“Nature is very linked to our house,” Delphine Arnault, chairman and chief executive officer at Dior, said in an exclusive interview, noting that garden elements — including a giant rose sculpture by German artist Isa Genzken — are among the most popular features at Dior’s 30 Avenue Montaigne flagship in Paris.

Indeed, house founder Christian Dior is nearly synonymous with flowers.

“He grew up in Normandy, and his mother was passionate about flowers and gardens, and she transmitted that to him,” Arnault said. “He’s always been inspired by nature and flowers to create his most iconic dresses. They’ve always been a very important part of his fashion, but also of his perfumes.”

Fragrance is displayed on the first level, which offers separate entrances for women’s and men’s. Guests are welcomed into a leather goods salon finished in creamy whites, where women’s spaces feature constellation parquet flooring and straw marquetry details, while the men’s accessories and ready-to-wear are set against classic Versailles parquet.

On the second floor, formalwear is divided on either side for women and men, while fine jewelry and ultra-luxury handbags take center stage. The area, framed by custom gilded and lacquered art panels by Nancy Lorenz, leads into two VIP rooms for a private shopping experience, where artworks include Fuss’ striking “Theia,” a pigment print with dried flowers.

Also part of the legendary designer’s lore is him becoming smitten with America and California, in particular, very early in his career.

Dior likened California to paradise in his autobiography “Dior by Dior” that was published in 1956, referring to a tour the designer made of the U.S. in September 1947, only a few months after his triumphant debut show that gave birth to his famous New Look.

“He was really captivated by the American culture, the American clients and especially Los Angeles, with its nature, lights, the movie industry,” Arnault said. “I think that all of this was very special to him and to his eyes.”

Enter Marino, who considers the new Rodeo Drive flagship a sister project to 30 Avenue Montaigne, and the House of Dior New York, which opened last month on the northwest corner of 57th Street and Madison Avenue, just steps from where the founder established his U.S. presence in 1948 with a Fifth Avenue store.

“I wanted to surprise people,” Marino said of the Rodeo Drive store, which has a curvy limestone facade reminiscent of a skirt in motion and dressed in stucco, a “more natural, earthy material.”

“There’s something wonderful in California, when the sun hits stucco, it shines better than marble. It’s a good material for that part of the world.”

The architect also cited two less obvious California-specific features about the project: Foundations dug 60 feet into the ground to meet the state’s seismic requirements, and a selection of plants that don’t drink much water, per local regulations.

“So you’re going to see a somewhat drier garden, let’s say, than one that you might have seen in France or New York,” he said.

But perhaps the most California feature about the store is the interior architecture and layout, which Marino described as less residential and formal in feel than other Dior flagships. “The spaces are much more flowing than I normally do,” Marino said. “You can stand and see the whole floor at once.

“In its relaxed attitude, it’s very today, a sort of casual approach to luxury, but always combining luxury with art — and for this one, specifically flowers and floral themes throughout. It’s very L.A.,” he stressed.

A prime feature of each of the four floors is a monumental central staircase, which Marino said is reminiscent of something he did 38 years ago when he designed the Barneys New York location in L.A.

“I’ll never forget having an argument with the management of Barneys then because they said, ‘Oh, don’t put a staircase in the middle, that’s the prime place for retail. You put it either at the back or next to one of the walls,’” he related. “And what I learned from that lesson that I repeated now in my older age was that people in L.A. like to be seen, and they’re not shy at all. I’ll never forget Madonna going up half a flight of stairs in the L.A. Barneys and waiting to be photographed.”

However, there is also a discreet VIP entrance at the rear of the store, complete with archival photos of women who have worn Dior.

Arnault allowed that the Rodeo Drive store is “a little bit more casual, but it’s still very, very chic and elegant,” rattling off such features as a bag bar, a high jewelry salon, large spaces for ready-to-wear, a dedicated area for Dior Maison homewares and spacious changing rooms. “That’s very important for customers.”

And the house certainly isn’t shy about its Hollywood connections, exemplified by Dior’s new creative director Jonathan Anderson dressing filmmaker Luca Guadagnino in a T-shirt spelling out what Marlene Dietrich said to Alfred Hitchcock when discussing costumes for the 1950 film “Stage Fright”: “No Dior, No Dietrich.”

“Mr. Dior understood very early on that Hollywood was quite important,” Arnault said, rattling off such famous Dior devotees as Marilyn Monroe, Ava Gardner, Rita Hayworth and Lauren Bacall. “The actresses were attracted to him and he also understood that he could help them get into character for a movie, and bring glamour to those actresses for all their movie premieres.”

Asked about the selection of Crenn for the Monsieur Dior restaurant, Arnault noted that she is a “very iconic chef in the U.S.,” famed for Atelier Crenn in San Francisco. “She’s working in California. She’s a woman. She has three Michelin stars, and she’s extremely passionate about her cuisine, which is absolutely exquisite. So we thought that it would be great for our customers to experience that.

“Mr. Dior loved to eat, and gastronomy was a very important part of his life. It’s also part of the French art de vivre [‘art of living,’ in English] to eat very exquisite food.”

Dior parent LVMH Moët Hennessy Louis Vuitton operates many high-profile boutiques on Rodeo Drive, including Louis Vuitton, Bulgari, Celine, Fendi, Givenchy and Tiffany & Co. “so it’s an extremely important statement to be there,” Arnault said.

“The U.S. market is extremely important for Dior,” she continued. “For us, it’s really the year of the U.S., having just opened in August the House of Dior New York at the corner of 57th Street and Madison Avenue.

“We think that it’s important for our customer on the West and East Coasts to understand the world of Dior, the desirability, the femininity and everything that we want to express with those stores, the elegance, the craftsmanship, the high quality of the products and of the service,” she said.



#Dior #Opened #Flagship #Boutique #Rodeo #Drive #Beverly #Hills

Related Posts

Davide De Giglio’s Eredi Zucca Men’s Beauty Brand Debuts Fragrances

MILAN — One never stops learning. Take Davide De Giglio, the Italian entrepreneur and businessman who cofounded New Guards Group and helped mastermind the strategies behind lots of trending fashion brands.…

Now 50, Soccer Star David Beckham is Getting More Classic as He Ages

David Beckham has gotten a lot more subdued now that he’s hit the ripe old age of 50. And that shows in the second drop of his Beckham x Boss…

Leave a Reply

Your email address will not be published. Required fields are marked *