The luxury landscape of Manhattan’s SoHo neighborhood is about to get even more luxurious with the opening of Dior‘s first fragrance and beauty boutique in North America. The standalone location, adjacent to existing Dior fashion boutiques, marks a significant milestone for the French fashion house.
The design of the boutique is inspired by the legendary Parisian address at 30 Avenue Montaigne, and features a sleek, warm and luminous atmosphere.
At the heart of the boutique is a central display of La Collection Privée Christian Dior. This exclusive selection includes fragrances, skincare and seasonal make-up, offering a glimpse into Dior’s curated offerings.
Francis Kurkdjian, Dior Perfume Creation Director, has created a custom Haute Parfumerie experience for the boutique. A sensory display of classic fragrances such as Miss Dior, J’adore and Sauvage serves as the boutique’s anchor.
In addition to the fragrances, the boutique showcases Rouge Premier, a haute couture lipstick line created by Dior Make-up’s Creative and Image Director, Peter Philips. A dedicated consultation area allows customers to enjoy customized fragrance and makeup services, as well as personalized gift options to suit individual tastes.
The opening of this boutique marks the beginning of Dior‘s expansion plan, with additional standalone locations expected to open soon in Canada, California and Florida. This strategic move aims to capitalize on the resilience of the fragrance and cosmetics segment, which posted a 3 percent increase in the most recent quarter for parent company LVMH Moët Hennessy Louis Vuitton, despite a decline in the fashion and leather goods division.
