Dior opens largest UK store yet in London

Dior opens largest UK store yet in London
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Dior has its sights well and truly set on London, and it is opening a new Mayfair boutique to prove it.

The French fashion house is opening the doors to its new 'House of Dior' store this week, following the showing of its 2017 cruise collection in the UK capital on Tuesday.

The four-storey building was designed by star architect Peter Marino to bring together several elements of the Christian Dior brand under one roof. It is the house's largest UK store to date.

The boutique will showcase women's ready-to-wear and accessories, alongside jewelry, timepieces, Baby Dior and children's wear sections. A Dior Homme space will offer the brand's first UK demi-mesure service, and there will also be three private salons for VIP clients, as well as a perfume area and dedicated shoe salon.

Perhaps most intriguing is the space set aside for the 'Dior Home' collection, which will feature myriad products such as teas inspired by the brand's fragrances, crystal glassware collections embellished with a gold couture stitch and limited-edition collaborative pieces fabricated with artists and designers.

To mark the occasion, the brand is also launching a limited-edition selection of its Lady Dior bags and small leather accessories reinterpreted by the artist Marc Quinn with floral references focusing on violets and white or black orchids.

The store's interior blends British tradition with the French heritage of the brand, with stone décor, silk carpets and neo-Louis XVI-style furniture evoking the atmosphere of a Parisian 'hôtel particulier'.

The megastore is a further sign of Dior's investment in London, following a cruise catwalk show that saw the brand take over the city's famous restaurant Scott's with an elaborate floral display, in addition to mounting a pop-up pub, 'The Lady Dior', the night before the show. The collection itself was revealed at England's Blenheim Palace, the birthplace of Winston Churchill.

The House of Dior will open its doors on June 3 at 160-162 New Bond Street, London.

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