After more than eight months of renovation, DIOR unveiled its revamped flagship at Shanghai’s luxury shopping mall Plaza 66. Dior’s Plaza 66 flagship is the brand’s largest retail format in the Chinese market. Dubbed “China’s 30 Montaigne,” the revamped Dior store drumrolls the mega flagship trend in China, despite a slow down in the luxury market
Next year, Louis Vuitton, Dior and Hermès will launch outsized retail projects housed in freestanding buildings at the Taikoo Li Sanlitun complex in Beijing. Kering’s Balenciaga will also introduce its mega-flagship format at the HKRI Taikoo Hui in Shanghai.
DIOR opens newly renovated flagship store in Shanghai at Plaza 66
Dior’s four-story store, which spans 1,796 sqm features women’s and men’s ready-to-wear collections, jewelry and watches, as well as the brand’s fragrance and luxury homeware products. The facade of the store has been conceived by architecture firm Kengo Kuma & Associates, who dressed all four levels of the store in ivory pleats that emulates the forms of an iconic Dior haute couture dress.
Upon entering the first floor of the store, which offers the latest collections from Dior’s women’s ready-to-wear and accessories lines, customers alight upon a grand marble staircase that features paintings by the Chinese artist Hong Hao. A suspended petal installation, inspired by Dior founder’s passion for nature and botany, is devised by Studio Sawada Design.
DIOR opens newly renovated flagship store in Shanghai at Plaza 66
On the second floor, customers are introduced to a selection of fragrance goods, pieces from the Dior cruise 2024 collection, and a wall of limited-edition Dior Lady Art handbags. Hidden behind a pair of sliding doors is an intimate private salon for VIP shoppers, outfitted with plush furniture and artworks.
Upon entering the third floor, which is usually reserved for VIP shoppers, visitors can browse homeware selections before entering a corridor lined with handbags in exotic skins. The final room in the maison features Dior’s high jewelry collection created by Victoire de Castellane.
Taking the elevator down to the basement menswear floor, customers enter a distinctive lounge-like atmosphere that echoes the relaxed silhouette created by Kim Jones. The floor features the full range of the Dior Icons collection and a corner area dedicated to made-to-measure tuxedos.
DIOR opens newly renovated flagship store in Shanghai at Plaza 66
The store features curated design pieces such as a bench by Claude Lalanne, a crystal table by Juan and Paloma Garrido, a side table by Philippe Hiquily and a mirror by William P. Sullivan. Other artworks include photographs by Brigitte Niedermair, paintings by Korean artists Chun Kwang Young and Cho Sung-Hee, as well as paintings by contemporary Chinese artists He Xiangyu, Wang Yuyang and Wang Zhiyuan.
In the atrium of the mall, Dior also erected a pop-up installation of a two-story-tall golden tree, endowing the store surroundings with a bit of holiday spirit as well as good fortune.
DIOR opens newly renovated flagship store in Shanghai at Plaza 66
More from NEWS
RALPH LAUREN launches festive pop-up in London at Sloane Square (Chelsea)
Dubbed The Ralph Lauren Holiday Experience, the Chelsea destination is set to come alive over a six-week period with its …
ROLEX opens first boutique in Montreal (Canada)
ROLEX in partnership with Raffi Jewellers, has opened the first Rolex boutique in Montreal. Located at Royalmount, a newly opened …
Thai retail giant Central Pattana announces new mall in Bangkok, ‘The Central — The Flagship of the Future’
Central Pattana plc, Thailand's No. 1 sustainable real estate developer, introduces The Central — The Flagship of the Future, a world-class …
