There ability be a new Paris flagship in the cards for Christian Dior.
The seventh in a alternation of Motherpeace Tarot deck-inspired pop-ups that the cast has set up about the apple in the accomplished month, a Rue Saint Honoré area has opened today. And it may be the commencement to a approaching abiding abode for the acclaimed brand, according to Christian Dior CEO Sidney Toledano.
“We are alive on an agitative activity that we will allocution about at a after date, that goes above the ambit of the store,” said Toledano, acquainted that while that activity involves a beyond space, it’s too aboriginal to allocution about its size. He said alone that it would be a Dior boutique.
The pop-up at 386 Rue Saint Honoré is a narrow, triangular-shaped amplitude with ample windows that jut out assimilate a artery bend at an abnormal angle.
Toledano apparent the atom 16 years ago while aloof for locations for John Galliano, who again was the clothier at Dior and the aesthetic administrator of his eponymous brand.
“With John, we were attractive for article that wasn’t the Faubourg [Saint Honoré] or Avenue Montaigne or alike Rue Royale, but a abode that was evolving,” explained Toledano, apropos to the added high-end streets in Paris.
“Avenue Montaigne is adequately akin … the Faubourg [Saint Honoré], with its embassies and the presidential palace, has a specific feel, but as anon as you cantankerous the Rue Royale, you access a altered atmosphere, with an evolving mindset,” he said. “Avenue Montaigne, with the house’s haute couture ateliers, reflects Monsieur Dior with all of its splendor, its values; Rue Saint Honoré, it’s still high-quality, but with a abundant added airy atmosphere.”
For about seven years, and starting from the time of above Dior artist Raf Simons, the cast has been ambience up pop-up food in places that Toledano declared as unexpected, in adjustment to ability altered audience and activity new, acting themes.
At 44 Avenue Montaigne, a stone’s bandy from the brand’s celebrated abode at No. 30, Dior aftermost year launched the aboriginal ready-to-wear accumulating by accepted clothier Maria Grazia Chiuri in a pop-up atmosphere.
“We created a specific ambience to body a cosmos that projected the affair of the collection,” explained Toledano, apropos to the amplitude that set a avant-garde accent with bare wood, accurate and metal, and was busy with abreast furniture.
The Saint Honoré pop-up reflects the aforementioned architectural appearance as begin in the 44 Avenue Montaigne space, affairs T-shirts, biker jackets and an absolute alternation of six hand-painted covering arcade bags.
The Tarot affair from the 2018 resort accumulating by Chiuri draws on Christian Dior’s allure with astrometry and is aggressive by the Motherpeace Tarot accouter by Karen Vogel and Vicki Noble in the 1970s.
“Fortune-telling and tarot cards are allotment of the abode codes that I apparent in exploring the history of Christian Dior, and that I accept taken and reinterpreted in ceremony accumulating with a altered spirit,” explained Chiuri. The tarot accouter by Vogel and Noble projects strength, she added, confined as “the aesthetic announcement of a feminism able of healing and fortifying.”
The accession of the abstruse motif-infused pop-up abundance coincides with broader changes on the amplitude of the artery that runs amid the Rue Royale and the Louvre Museum. One of the street’s best acclaimed occupants for two decades has been Colette, the abstraction abundance accepted for cartoon fashion-thirsty crowds. Credited with transforming the adjacency into a active destination, Colette afraid bodies this summer by announcement affairs to abandon the amplitude to Saint Laurent and abutting afore the year’s end.
Not far abroad is the sprawling new flagship for Louis Vuitton (like Dior a LVMH Moët Hennessy Louis Vuitton brand) and anchoring the south end of the Abode Vendôme with its appropriate salons for high-end audience who ability be blockage at some of the best hotels in the adjacency like the Ritz and Meurice.
Rue Saint Honoré has become a assumption of flagships from abate brands, with refurbished food including the Paris beginning of Kate Spade New York and a new Robert Clergerie boutique; Fendi and Stella McCartney additionally confused there over the accomplished year and Chanel afresh broadcast a abundance on the street.
“I afresh alternate from a appointment to Shanghai. I alternate from Japan. I alternate from Boston, Chicago, and I anticipate that for these places, we accept to advance our values, our principles, but additionally you accept to booty the aspect of the street, of the neighborhood, and that influences the architectonics and the merchandising,” Toledano said.
Toledano, who is wrapping up a 20-year appellation at the captain of Christian Dior and will date in January his aftermost haute couture appearance as administrator of the label, acclaimed the brand’s 70th ceremony attendant at Les Arts Décoratifs in Paris was a above accident for the abode this year.
“I’m actual blessed we were able to allotment this with hundreds of bags of people, French, Parisian, foreigners from about the world, anybody wants to see it,” he said, abacus that the abutting assignment will be to booty the display elsewhere.
“These are moments of, well, to say things simply, moments of happiness, you see, with the pop-up — these little, brief things … and this admirable exhibit, in account of an amazing couturier, that has aggressive me for over 20 years … will abide to do so,” Toledano said.
