By  on September 4, 2013

Dior Homme is extending a strategy of installing site-specific artworks in key retail stores to elevate the brand, create engaging selling spaces and tailor each boutique to the local geography. On Tuesday, the luxury brand installed a text-based work by Matt Keegan in the windows of its 57th Street flagship in New York and a sculpture by Aaron Curry in the Beverly Hills store on North Rodeo Drive.

Both artists were selected by Dior Homme creative director Kris Van Assche and given carte blanche to create custom works for the respective retail units. “It is always interesting to meet new artists and build new collaborations. It is one of the great pleasures in our approach to Dior Homme,” said Van Assche. “Each collaboration is unique, and in this way the global identity of the stores is given a further, personal layer that is tied to a sense of place.”

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