The New Dior Boutique in Geneva. Story by RUNWAY MAGAZINE. Photo Courtesy: Dior.
The House of Dior unveils its latest new boutique in Geneva. Situated on the Rue du Rhône, the heart of fashion and luxury in the city, this boutique is not merely a store but a landmark of exquisite architecture and design.
Designed by the acclaimed French architect Christian de Portzamparc, the first French laureate of the Pritzker Prize, the façade of the Geneva boutique is a masterpiece in itself. Its design, featuring elegant, flowing curves reminiscent of Dior’s flagship in Seoul, brings to life the essence of Monsieur Dior’s couture creations – FLOWER – through six majestic petals that intertwine and reach skyward. This architectural wonder creates a mesmerizing interplay of light and shadow through its glass walls, transforming the structure into a beacon of urban elegance, especially at night when it resembles an urban lantern.
Inside, the boutique is an embodiment of the sophisticated ambiance of Dior’s emblematic address, 30 Montaigne, designed by Peter Marino. It offers a refined experience, with a unique wall that stretches across all floors, adorned with white canvases. These canvases pay tribute to the haute couture silhouettes and extraordinary nature of Dior’s couture.
The boutique’s interior spaces blend vast airy environments with the warmth of intimate settings, showcasing artisanal finishes and a decor of ivory, gold, white, and blue hues, complemented by the natural texture of wood. The furniture, designed by artisans from Stefan Leo Atelier and Hamrei, adds to the boutique’s unique charm, inviting visitors to explore Dior’s heritage and design ethos.
Art plays a pivotal role in the boutique’s ambiance, with an impressive collection of works by artists such as Pamela Rosenkranz, Ugo Rondinone, and others, paying homage to Monsieur Dior’s legacy as a gallery owner and collector. The walls are adorned with archival sketches and iconic photographs, while an immersive fresco by François Mascarello celebrates the beauty of the Lake Geneva landscapes, adding a touch of local splendor.
As visitors ascend the boutique’s staircase, adorned with thirteen stunning artworks by Thomas Trum, they are guided through the diverse universes of Dior, from ready-to-wear to jewelry, each floor presenting a new discovery. The boutique features selections of exquisite creations by Victoire de Castellane.
The new Dior boutique in Geneva is offering an unparalleled shopping experience that is as enriching as it is delightful. It’s not just a store; it’s a journey through the heart of Dior’s legacy.
