All the current gloom aside, the sheer size and significance of China’s luxury market makes it quite relevant for brands operating in this segment to continuously maintain a high profile there. Dior certainly knows how to play the game, investing heavily in an immersive retail experience for its key markets, and this has resulted in the recent opening of the country’s biggest flagship store at China World Mall. A leading high-end shopping destination in Beijing’s central business district – where until now it had lacked proper representation – the french fashion house occupies a sizeable and prominent ground floor unit that comes with a brand-defining, double layer glass façade that references the brand’s iconic cannage print.
The interior design takes cues from the Dior flagship store on avenue Montaigne in Paris, and is once again signed by Peter Marino, the New York City-based architect with the majority of the brand’s stores worldwide under his belt. Many of the design elements of the aforementioned ‘mother flagship’ have been reinterpreted into a string of luxurious yet contemporary backdrops for Dior’s elaborate women’s collection. To boost the sense of exclusivity even further, Marino was asked to handpick a number of art pieces and furnishings that would be complementary to the distinct design codes of the fashion house.
Obviously, these pieces are top of the bill, and include a bench by Terence Main in the center of the ground floor, a video art wall by Yoram Mevorach Oyoram, and a stunning metal sculpture from sculptor Richard Deacon. not surprisingly, the new Dior flagship store presents the full women’s collection. The ground floor showcases bags, small leather goods, fine jewelry and timepieces. One floor up, the bedazzling interior morphs into more intimate, boudoir-like settings. Here, shoppers find the ready-to-wear and eveningwear areas, footwear, and for the most demanding of clients, a lavishly appointed V.I.P. lounge. A series of limited-edition products have been launched to celebrate the opening of the store.