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The latest edition of Dior‘s satellite pop-up store in Soho is all about its My ABCDior bags and personalisation. Situated right next to the Dior flagship store on Greene Street, the compact retail space obviously sees a matching interior design, featuring stacked and suspended wooden boxes of different sizes adorning the walls and window, all seemingly positioned at random, and each filled with either bags from the aforementioned line, other items or capital letters. A matching wooden counter with a large touch screen embedded takes centre stage, visualising the merchandise and enabling shoppers to customise their trophy item of choice. Lining the window is a cushioned bench and table Mind you, not only the My ABCDior bags can be customised, but also bags from other collections, hats, and shoes. The Dior pop-up store is part of a string of similar ephemeral retail spaces opening in leading shopping destinations across the Europe, Asia and North America to promote this specific segment of the French luxury house (open through May 21).

Images © Dior


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