Dior Brand
Dior Inaugurates Its Unique Boutique In Geneva
Luxferity, 13.03.2024
Celebrating the unwavering affinity that unites Dior with Switzerland and the art world, the House inaugurated a unique boutique in Geneva, located on the Rue du Rhône – the epicenter of fashion and luxury.
Conceived specially by Christian de Portzamparc – the first French architect to be awarded the prestigious Pritzker Prize – the incredible façade features graceful, streamlined curves, echoing those of the Seoul flagship. Like an ode to savoir-faire of excellence, six bewitching petals interweave and soar towards the sky, recalling the fabrics of Monsieur Dior’s couture creations. Between these veils, the glass walls let the sun’s rays penetrate in a captivating interplay of light and shade, a poetic dialogue between the inside and outside. At night, the lighting appears to filter – through the elegant resin shells – transforming the building into a majestic urban lantern.
This ultra-contemporary setting – developed by Dior – evokes the emblematic 30 Montaigne with its refined atmosphere, bathed in light hues. A subtle Ariadne’s thread is produced within the edifice by a wall running across all floors that displays the unmistakable white canvases – expressions in volume of a drawing, the starting point of the collections, which then give life to the haute couture silhouettes. As the impetus of creation, they reflect the sacredness and exceptional nature of couture, infusing the garments unveiled on the different levels of the building.
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The rooms combine airy dimensions with the intimacy of hushed cocoons and reveal artisanal finishes. Adorned in touches of ivory and gold, with hints of white and blue enhanced by the naturalness of the wood, the outstanding furniture includes consoles made by the Stefan Leo Atelier and side tables from Hamrei. Each visit offers a (re)discovery of Dior’s history and codes.
The decor, inviting a stroll around, is dappled with numerous works of art by Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline and Dashiell Manley, in homage to the founding-couturier who was also a gallery owner and collector. Some of his precious archival sketches dot the walls, accompanied by iconic photographs taken by Brigitte Niedermair. The private salon also boasts an immersive fresco by François Mascarello. Inspired by the paintings of Ferdinand Hodler and Cuno Amiet, this composition exalts the beauty of the Lake Geneva landscapes. As an ultimate surprise: thirteen spectacular artworks by Thomas Trum sublimate the staircase. Multiple hymns to the plural magic of color, they lead the way to the Dior universes, from ready-to-wear to leather goods, shoes to jewelry; such enthralling ports of call.
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The six floors present a selection of Dior spring-summer 2024 ready-to-wear models dreamed up by Maria Grazia Chiuri, Dior Summer 2024 menswear looks thought up by Kim Jones and delicate creations by Victoire de Castellane. A veritable ”refuge of the marvelous” – as Monsieur Dior defined the indescribable enchantment of his “kingdom of dreams” – this fascinating venue will open its doors on February 27, 2024.
