Dior store on Greene Street in SoHo is open and WWD provides an opportunity to explore it for those who can visit the store in person. The French fashion house announced that when they opened the men’s store on Greene Street, they had women coming in asking why they can’t buy women’s in SoHo. Hence when they had the opportunity for a lease on the street, they opened the store which according to them is high-energy and a new, modern luxury. Located in Soho which is still regarded as a haven for the young, the hip, the fabulous, the store has been designed by Peter Marino, who has designed all Dior stores since 2007.
All set to woo the festive shoppers, the window features an installation of huge, vibrant Christmas ornaments. The highlight of the decor is the video installation by Yoram that features a changing feast of flowers inspired by Raf Simons’ first Dior couture collection.
In Dior’s ready-to-wear area, a chair by Guillaume Piechaud is placed in front of a framed piece by Anna Barriball. Also Peter Marino’s display table and chair covered in braided cord cannot be missed!
Other noteworthy features include Larry Bell’s large Mylar sculptures that hang over the shoe display. The long loftlike store is home to a series of rooms with the feel of a Parisian apartment. While the ceiling is dressed with mirrors, the original columns of the store have been given a shiny makeover by coating them in silver texture.
To lure clients to head to Greene Street, Dior has designed a bag in calfskin with croc pockets on front and back exclusive to this store. With this new opening, Dior intents to offer a great shopping experience for tourists and locals alike.