Inspired by the backstage ambiance at a Dior fashion show, this new beauty space melds modernity and audacity.
French luxury maison Dior is targeting a younger clientele of millennials with the first exclusive makeup store opened by the fashion house. The concept boutique designed in Paris is located in New York in the landmark Westfield World Trade Center. The high-end store will include a lip studio where we can play with different lipstick shades and textures. The idea is ispired by “the backstage glamour” of Peter Philips, Creative and Image Director for Dior makeup since 2014. Face consultations or lash and brow styling are also on the menu of the six professional makeup stations.
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.
An electric atmosphere pervades this new 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.
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.