Dior's Architectural Marvel: A New Flagship Boutique in Geneva by Christian de Portzamparc

Maison Dior recently celebrated the opening of its new boutique located on Rue du Rhône in Geneva, a renowned hub for fashion and luxury. This architectural masterpiece is designed by Christian de Portzamparc, the distinguished French architect and recipient of the Pritzker Prize.

The boutique's exterior is truly a work of art, with graceful, streamlined curves reminiscent of the Dior flagship in Seoul. This design features six elegantly intertwined petals that reach towards the sky, mirroring the luxurious fabrics found in Monsieur Dior's haute couture. The boutique's glass walls create a mesmerizing play of light and shadow, facilitating a poetic exchange between the boutique’s interior and the external environment. At night, the lighting is softly diffused through elegant resin shells, transforming the structure into a magnificent urban lantern.

Inside, the boutique reflects the iconic ambiance of 30 Montaigne, characterized by its refined and airy atmosphere. A continuous wall runs through all the floors, serving as a modern-day Ariadne’s thread, adorned with pristine white canvases that evoke the essence of haute couture.

The interior is further enriched with artworks from noted artists such as Pamela Rosenkranz, Ugo Rondinone, William Coggin, Martin Kline, and Dashiell Manley, paying tribute to the founder’s dual legacy as a couturier and art enthusiast. Rare archival sketches and iconic photographs by Brigitte Niedermair also adorn the walls, while a private salon features an immersive fresco by François Mascarello.

Spanning six floors, the boutique showcases an exquisite selection from Dior's Spring-Summer 2024 ready-to-wear collection by Maria Grazia Chiuri, the Summer 2024 menswear by Kim Jones, and stunning jewelry designs by Victoire de Castellane.

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