Both an affluent and elegant city, Hamburg has its fair share of luxury boutiques, but nevertheless, it has mysteriously been overlooked by Dior for quite some time. Well, not any more. The iconic Parisian fashion house makes up for lost time and has recently inaugurated a brand new boutique smack on Neuer Wall, the city’s golden mile of luxury shopping. Occupying no less than 500 sqm. (5,382 sq.ft.) spread across two floors of a modern five-storey structure built in 2003 by KBNK Architekten, a practice based in both Hamburg and Münster, the store features an interior design that has been created by its in-house design team which takes ample cues from the brand’s flagship store on avenue Montaigne in the French capital. Entirely redeveloped, the retail space is bathed in natural light thanks to large bay windows, offering a sweeping view of the Bleichenfleet canal which runs along the back of the store.

The ground floor presents Dior‘s jewellery designs by Victoire de Castellane, the house’s longtime creative director of all things bling, as well as women’s shoes and bags. One floor up, by way of a grand staircase adorned with white canvases from the house’s haute couture ateliers, Dior‘s new S/S 2023 Collection is showcased in elegant settings captured in soft shades and enhanced by a work of art by French wood sculptor Etienne Moyat. The Dior men’s collection by Kim Jones is staged in a refined atmosphere, adorned with an abstract painting by Scottish artist Peter Seal. The emblematic Dior fundamentals are featured throughout, including the Versailles parquet floor or the cannage motif on the mirrors, while the furniture adds an ultra-contemporary touch to the environment. A focal point is the grand staircase leading to the second floor which is adorned, and quite dramatically so, with white canvases from Dior‘s famed haute couture ateliers.