On Thursday, Christian Dior celebrated the grand opening of its new 8,611-square-foot Beijing flagship store at Shin Kong Place. The store opening coincided with the opening of the “Lady Dior As Seen By” traveling exhibit, a one-month display of artwork based on the iconic quilted Dior handbag at the Huamao Plaza outside Shin Kong Place.
Calling China “exciting”, “sophisticated”, a ”reminder of New York in the seventies”, Sidney Toledano CEO Dior also added that Chinese customers are “excited, positive.” and characterized by “curiosity — they want to learn.”
The company threw a lavish dinner under a giant tent and a runway show of the spring-summer collection for celebrity guests including Chinese actress Maggie Cheung. LVMH (owner of Dior)chairman Bernard Arnault flew in for the event.
The new Beijing flagship is as much art gallery as shop. It showcases a series of specially commissioned artworks mixed with displays of Dior’s womenswear, handbags, shoes, accessories, and watches. Selections for the shop reflect Chinese shoppers’ fondness for the ready-to-wear collection, bags, and watches.
Aware of the importance of the menswear market, Dior has committed a large space in the Beijing store for the menswear boutique — a first for Dior in China. Soon, Dior will expand the menswear space at its Shanghai Plaza 66 store.
The temporary “Lady Dior As Seen By” exhibit is a collection of nearly 60 photographs, sculptures, and multi-media works based on the history of the Lady Dior handbag collection, which was launched in 1995. A number of famous artists created tributes to the Lady Dior. A four-way film room at the center of the exhibit displays a series of promotional short films for the bag featuring French actress Marion Cotillard.
adapted from WWD
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