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Christian Dior recreates its Avenue Montaigne apartment on Rodeo Drive




In 2007, Christian Dior honored its 60th anniversary with a grand new Paris flagship, courtesy of American architect Peter Marino, that re-imagined the retail space as a luxury apartment. Now, Dior’s 5000-square-foot Beverly Hills boutique along Rodeo Drive has undergone a similar Marino metamorphosis that resembles its Parisian sibling.

That means multiple rooms on the first floor devoted to watches, scarves, smaller leather goods and handbags in the entrance room, while shoes stand out in a sort of sitting area brimming with ample seating and a dramatic, silvery wall tapestry designed by artist Pae White.

Ready-to-wear collections are in a warm, homey salon with a custom fireplace and more seating. Then there’s a separate room for fine jewelry and a private mezzanine-level salon for VIPs.

The boutique’s look is equal parts contemporary and classic French, a style that the company notes “reflects the traditional and modern elegance of Dior.” For the contemporary element, Dior commissioned A-list artists such as Claude Lalanne, Rob Wynne and Johnny Swing to design works and installations throughout the rooms, adding to the overall apartment experience.

Lalanne furnished the boutique’s entrance area with her circular, silver “ginkgo” bench, shaped to resemble ginkgo leaves. Wynne’s mirrored glass installation swirls on the ceiling above the handbags. And Swing’s avant-garde contribution is a custom couch fashioned entirely from half-dollars welded together atop stainless steel.

In a nod to traditional French style, Marino re-interpreted the classic Louis XVI medallion chairs using a slew of fabric patterns and hues. And there is certainly no shortage of M. Dior’s beloved shade of gray. It’s everywhere, from upholstery to carpets to pillows.


Photography: Richard Cadan, Fairfield, Conn.

Project Suppliers

Christian Dior Inc., New York

Peter Marino Architect, New York



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
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