Dior unveils impressive flagship store in Geneva

Following the reopening of the Avenue Montaigne boutique in 2022, Christian Dior continues its triumphant journey with the unveiling of a new grand flagship. The leading brand of LVMH has recently inaugurated an expansive building in Geneva, designed by renowned architect Christian de Portzamparc. This significant milestone further cements Dior’s historical ties with Switzerland, complementing its existing four addresses in the canton of Geneva.

The store rises 10 stories high in the epicentre of luxury on Rue du Rhône, presenting the entire range of the house’s offerings alongside captivating contemporary art installations. Echoing the visionary design concept previously realized by Portzamparc for the brand’s flagship in Seoul in 2015, this new architectural marvel is enveloped by six majestic petals crafted from resin, evoking the image of white sails soaring to breathtaking heights. Inside, the interior design boasts a luminous palette, adorned with white wooden furniture, and accentuated by ivory armchairs and sofas.

Each floor is curated to cater to specific product categories, ranging from accessories (bags, shoes, etc.) to clothing, encompassing women’s ready-to-wear by Maria Grazia Chiuri and men’s fashion by Kim Jones. Noteworthy are the exquisite jewelry creations by Victoire de Castellane. The top two levels are reserved for VIP clients, offering panoramic lounges and a terrace overlooking the Alps and Lake Geneva.

Aligning with Dior’s commitment to providing an unparalleled customer experience, the flagship store showcases an array of artworks, including pieces by acclaimed artists such as Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline, and Dashiell Manley, alongside archival sketches from the maison. “Inviting leisurely exploration, this setting notably houses an immersive mural by François Mascarello. Inspired by the paintings of Ferdinand Hodler and Cuno Amiet, this composition celebrates the beauty of Lake Geneva’s landscapes,” Dior elaborated in a statement.​