Dior today concludes its global roadshow of Maria Grazia Chiuri’s spring 2017 collection, with an installation at the Jean Prouvé “Nomade” house at Maxfield in Los Angeles, which will premiere for invited guests at an event Wednesday night and be on display to the public through April 14.
The initiative kicked off at Saks Fifth Avenue in New York, continuing on to The Webster in Miami, and Antonia in Milan.
Dior has pulled out all the stops to promote its first spring collection under Chiuri and the pop-ups were chosen because they represent different markets and clientele.
“We are delighted for the opportunity to partner with Maxfield and to showcase our spring-summer 2017 collection within the Prouvé house. The modern and timeless design aesthetic aligns so perfectly with the feel of the collection and with Maria Grazia Chiuri’s evolving vision for the house of Dior,” said Renaud de Lesquen, president and chief executive officer, North America at Christian Dior Couture and Parfums Christian Dior. “Dior has a longtime association with the art world, beginning with Mr. Dior and his passion for art, design and architecture. It is wonderful to see the collection featured in such an iconic and globally renowned structure.”
The “Nomade” structure was bought in France, disassembled and shipped by boat to Los Angeles. It is one of the few glass houses by the architect that remains intact, and its specific design is one-of-a-kind.
For Maxfield, a longtime emporium of the elite, “Designer changeovers are always interesting to observe at our retail stores. We sense our customers’ eagerness to discover the new collections and their scrupulous attention to the designer’s interpretation of the brand’s vision,” said Maxfield’s chief branding officer Peter Utz. “Maria Grazia’s approach brings a certain youthfulness to Dior Couture, which aligns with our customers’ way of shopping.”
To celebrate the launch of her collection, the Maxfield buy is displayed in a museum-like installation in Maxfield owner Tommy Perse’s prized collectible, the Prouvé house, which so far has only been home to exclusive installations for Lisa Eisner and Vetements.
“I found it important to use this structure as a ‘vitrine’ for couture houses by presenting each designer with a carte blanche for their installation. This positions each iteration as a unique opportunity for our customers to continuously experience and be fully immersed in the brand’s vision. Dior has been fully involved with their design team in creating a space that evokes the mood and inspiration behind their collection,” said Utz.
Utz said in general, Dior has always appealed to all Maxfield age groups, although at certain periods some more than others. He believes that Chiuri’s repositioning of the brand will cater even more to the younger generations, which has already been evident in the shift in attendees at the collection shows being angled toward a younger crowd.
He added, “We are excited to see how the development of the Couture presentation will translate in all commercial categories.”