Dior Reveals Magnificent New Boutique in Geneva Crafted by Christian de Portzamparc

Maison Dior celebrates the grand opening of its latest boutique nestled in the heart of Switzerland, on Rue du Rhône in Geneva, renowned for its vibrant fashion and luxury scene. This flagship marvelously merges fashion and architecture, bearing the distinguished touch of Christian de Portzamparc, the acclaimed French architect and recipient of the esteemed Pritzker Prize.

The facade of the boutique mesmerizes with its graceful and fluid lines, reminiscent of Dior’s iconic flagship in Seoul. Six enchanting petals, intricately intertwined, ascend towards the sky, paying homage to Monsieur Dior’s legendary couture creations. Glass partitions between these veils invite sunlight to dance within, creating a captivating interplay of light and shadow that blurs the boundaries between indoor and outdoor spaces. As dusk falls, the building transforms into a resplendent urban beacon, illuminated by elegant resin shells that filter and diffuse light with grace.

Inside, the ambiance exudes modern elegance, drawing inspiration from the iconic 30 Montaigne address, characterized by its luminous and refined atmosphere. A continuous wall traversing all floors serves as a subtle yet defining element, adorned with pristine white canvases reminiscent of sketchbooks, symbolizing the genesis of haute couture collections.

The boutique is a visual delight, adorned with an array of artworks by esteemed artists such as Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline, and Dashiell Manley, paying homage to Monsieur Dior’s passion for art as a former gallery owner and avid collector. Adorning the walls are archival sketches from the founder himself, alongside iconic photographs by Brigitte Niedermair. A private salon offers an immersive experience with a stunning fresco by François Mascarello.

Spanning six floors, the boutique showcases a curated selection from the Dior Spring-Summer 2024 ready-to-wear collection by Maria Grazia Chiuri, as well as the Summer 2024 menswear creations by Kim Jones, and exquisite jewelry pieces crafted by Victoire de Castellane.

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