Dior has opened its first exclusive makeup store, a concept boutique designed in Paris and located in New York in the landmark Westfield World Trade Center. Inspired by the backstage ambiance at a fashion show, this new space melds modernity and audacity.
An electric atmosphere pervades this stunning boutique with neon lights and floor-to-ceiling video screens, linking Dior beauty and fashion. The faces of Dior muses are featured, reflected in the mirrored ceiling. The new concept store creates an immersive experience for customers, transporting them backstage at a fashion show to target a younger clientele of millennials.
Inspired by the backstage glamour of Peter Philips, Creative and Image Director for Dior makeup since 2014, the space includes a lip studio where customers can play with different lipstick shades and textures. Six professional makeup stations heighten the experience, offering professional services like face consultations or lash and brow styling. Another fun innovation is the Mix & Match video table where customers can change the colors of the lipstick and nail polish on a virtual model.
This new beauty playground is centered on innovation while expressing the unique heritage that has earned Dior global renown. The boutique spans all makeup categories for face, lips and eyes, as well as iconic fragrances created by François Demachy, Dior Perfumer-Creator, including J’adore, Miss Dior, and Dior Homme.