A sophisticated departure from the previous, simpler iteration of the store, the art-filled space ups the ante on the Beverly Hills shopping thoroughfare, which is having a reinvention of its own at the moment with storefronts blockaded for construction as seemingly every prominent luxury name has a remodel in the works, including Prada, Bulgari and Louis Vuitton.
Dior has a long history on Rodeo Drive, where it has operated the 5,000-square-foot location on the prestigious 300 block since 1990. The company’s chief executive officer Sidney Toledano suggested the store is more important than ever as the profile of Los Angeles rises.
“In L.A., it used to be only the film industry. Now, you have high tech. You have all these artists. A lot is happening in L.A. today, even in contemporary art. I see more people from Europe going to move and live there,” he said, adding that, “From a business point of view, it is a very good location. We see a bright future.”
Architect Peter Marino compared the decor to a private home or apartment with an incredible collection of furniture and art — more than 20 pieces are situated throughout the store. “It’s kind of like how I want to live,” he remarked. Despite being awash in art, Toledano emphasized the store isn’t a museum. “We don’t intend to sell those pieces even though they are very attractive,” he said. “Somebody asked me, why [I] don’t put the names on the pieces of art?’ In your apartment, you don’t put the names of who did the art or the chairs. We want to give the feeling of an apartment.”
The store is divided into five salons. The front one, which has a towering ceiling, houses handbags, small leather goods and watches. “It is really like a long gallery that is mirrored at one end, so it makes it feel like it goes on forever,” said Marino. The room features a film of Dior in various settings, a bench of interlocking ginko leaves made out of aluminum by French artist Claude Lalanne and a rotating chandelier by Lee Bul with crystal, glass, steel, aluminum, acrylic and wire.
The center of the store has a salon dedicated to shoes and another dedicated to a bag bar with exotic and specialty bags, and other novelty accessories. Art in those salons includes a piece on the ceiling by Rob Wynne of hand-poured mirrored glass in a cosmic pattern, a tapestry by Pae White that resembles crushed foil and wall-mounted, hand-blown, dented silver mirrored glass by Jeff Zimmerman.
The salon with rtw currently has the cruise collection, and the fine jewelry salon is at the back of the store. A VIP area is on the second floor. Some of the pieces contained in those rooms are a couch crafted out of nickels by Johnny Swing, a desk lamp and mirror by Veronique Rivemale, a stainless steel sculpture by James Morrison and a fireplace by Juan and Paloma Garrido topped with framed pictures of Christian Dior and Princess Margaret to foster the store’s hominess. “This has more artists than any other store I’ve done,” said Marino. “It just goes on and on.”
Raf Simons didn’t have a hand in the Rodeo Drive store, but Dior’s creative director is not absent from it. For the launch, the windows will contain items from his first couture collection against a backdrop of flowers — one window will have white phalaenopsis orchids and one will have pink celosia, carnations and hydrangeas — to reflect the floral abundance spearheaded by florist Mark Colle during the couture show. The windows will foreshadow Simons’ broader presence in the store that will come when his spring rtw collection is available in February. In Los Angeles, Toledano said, “Raf’s style will be very well accepted. I’m optimistic.”
Next up for Dior in the U.S. will be a redo of the Waikiki location in Honolulu, a Dior Homme store in Miami and a Dior store in Dallas. Although change has been the rule of late at the fashion house, Toledano indicated that, across the board, all the components of the brand are coming together nicely. “What he [Marino] has achieved with architecture is consistent with what the company is expecting from Raf. Things are going in the same direction,” he said. “It is true for many projects we have in the company. There is a moment of convergence. There is a same willingness in the design, in the boutiques and in the communications, [where] people are working with the same values of Dior in mind.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews