The arty enclave of SoHo in New York contains a new location-appropriate address: conceived entirely by Christian Dior’s star architect, Peter Marino. the Dior boutique has just opened its doors in an urban and contemporary setting with a fully open-plan which is structured along the pure lines of a SoHo loft. And yet this modern architecture also represents the elegance of the Dior world, and the spirit of the legendary 30 Avenue Montaigne, revisited with subtlety and creativity. The House collections, from ready-to-wear to leather goods, via footwear, accessories and timepieces, are showcased against a backdrop of white and gray tones.

The space is also punctuated with furniture and works by prominent artists. Visitors are welcomed by a suspended sculpture by Larry Bell; a panel by Anna Barrinal revisits the moldings of 30 Avenue Montaigne; and tables are designed by Paul Evans, Vincent Dubourg and Laurent Chauvat. “This Dior boutique is a new and edgy reinterpretation of the House’s traditional motifs. It has been specially conceived for SoHo,”  explains Peter Marino.