The Dior Homme store in Soho may have started as a temporary downtown outpost when the dior flagship store on 57th street was being renovated two years ago, it has very quickly gained the allure of a permanent men’s boutique with a distinct vibe of its own. Dior Homme’s creative director Kris Van Assche is fully aware of the store’s potential as a more than just a retail space – mind you, it’s located amidst some of New York City’s top art galleries – and he has previously presented interesting showcases of artists he admires, or in this case, reflect his current vision of his men’s line. Currently on display is a new temporary installation on which Van Assche has collaborated with paris-based creative duo M/M Paris.
The installation reflects Dior Homme’s A/W 2014 collection and, not surprisingly, the opening coincided with the presentation of the collection at the men’s boutique. A rather bold visual statement, the installation takes cues from the aesthetic that M/M Paris created in the catalog shot by Karim Sadli, in particular the pageant of light effects dreamed up in homage to work done by Van Assche on his concept of a group of students wearing classic pieces. The concept of the installation is based on the creation of unified whole which brings together an imaginary space, the atmosphere of the catalog and the reality of the soho retail space.