Christian Dior is complementing the upcoming arrival of its e-commerce platform in the United States with a brand new pop-up shop in New York. On Nov. 28, Dior’s U.S. website will launch featuring a special capsule collection made in collaboration with American artist Kaws. A new pop-up, located in New York’s Meatpacking District, features a variety of separate rooms that will rotate its collections at the end of November, starting with a special women’s beach-themed capsule, and vitally the first capsule collection designed by Men’s Artistic Director Kim Jones.
Also introduced at the pop-up is the exclusive personalization service, ABCDior, that provides clients the ability to embroider their name onto the coveted Dior Book Tote.
Dior’s New York pop-up will operate for four months, as an important part of the brand’s strategy to get a better hold on the U.S. The space was design to resemble a bit of the Marché aux Puces in Paris, featuring a variety of goods from various categories all within one location.
“New York is very important for us. In the U.S., Dior is strong, but I think that we need further awareness,” said Pietro Beccari, CEO of Dior – I believe that this idea of the Meatpacking is coming at the right time. It’s like a cabinet of curiosities, because basically you can go from store to store being in the same environment,” he said. “Each ambience is different and you can just use it in a very flexible way. I think it’s pretty unique as a system. Nobody has done a pop-up containing several pop-ups.”
A variety of 3D sculptures, such as a giraffe, elephant, monkey and tiger, roam the space of the store. The pop up features Dior’s signature Toile de Jouy print, a key theme from Artistic director Maria Grazia Chiuri women’s Cruise 2019 collection. Toile de Jouy is a 18th century French print, which from 1947 adorned the walls of Monsieur Dior’s first boutique at 30 Avenue Montaigne in Paris.
In December, the pop-up will feature the special capsule collection with Kaws.