Inside Dior’s Spectacular Revamped Flagship

House of Dior features four floors and the first permanent branded spa in the U.S.

Walk by the corner of 57th Street and Madison Avenue and you might come across a peculiar sight: a woodpecker pecking sporadically on a lush tree. No, it’s not a wayward bird that warrants a call to animal control. Instead, it’s one of the many woodland creatures living in the magical forest that make up the window display at the newly revamped Dior flagship. Dubbed House of Dior, the four floor space (plus a side shop for the brand’s homewares) is a wonderland for the brand’s fans with everything from made-to-measure suiting to one-of-a-kind handbags to even a spa, the first permanent one in the United States.

Given Christian Dior’s fascination with New York, creating a flagship that reflected his love of the city was no small undertaking. Architect Peter Marino crafted a fantasy of light wood, rich art, and quiet spaces. To set the tone, a massive window display greets guests. Straight out of a fantasy, it consists of upcycled materials transformed into a forest of creatures including birds, butterflies, and even a squirrel. To further the illusion, animatronic technology brings each animal to life.

Once the woodland creatures lure you into the boutique, you’ll find yourself in the middle of the women’s leather goods area. Welcoming you are special Lady Dior bags from their artists series by the likes of Anna Weynant and Mackalene Thomas, displayed in glass cases. Other highlights include an exclusive Lady Dior bag that nods to NYC, complete with Lady Liberty charm dangling from the strap as well as book totes with a newsprint motif. From there, it’s up to you: head one way and you’ll wind up meandering through the fine jewelry area as well as an enclave that’s home to a selection of La Collection Privée Christian Dior fragrances. Go the other way and you’ll wind up in the men’s section (you can also enter directly from the street), which houses ready-to-wear as well as shoes including a pair of B27 sneakers. Reimagined in red and grey with House of Dior New York branding on the heel, only 47 are available as a nod to Monsieur Dior’s visit in 1947. And even if you have no interest in menswear, make a stop there, if only to admire the furniture — there’s a blue and gray sofa that is the stuff of Pinterest decor dreams. 

If there was one area in the entire flagship that’s destined for social media fame, it would be the staircase. Similar to the one at La Galerie Dior in Paris, you’ll find the vibrant Colorama installation extending upwards. Featuring the brand’s history rendered in miniature, the tiny bags, perfumes, jewelry, and more in rainbow hues make for a striking visual moment.

On the second floor browse the selection of women’s ready-to-wear from pre-fall, fall, as well as Dioriviera, their vacation-friendly capsule collection. Another exclusive awaits here: a special Bar jacket available in a selection of fabrics and colors. As you meander through the space, take note of the art which includes a glimmering painting by Nir Hod as well as photos by the likes of Charles Jones and Robert Mapplethorpe. Also on this floor is a shoe salon, which includes J’adior slingbacks that have a New York House of Dior stamp plus two pairs of Tribales sandals that are also unique to the store. And finally, there’s a dedicated made-to-measure tailoring section with a slew of blazers, waistcoats, shirting, and trousers available, all fully customizable down fabrics, buttons, and linings.

Go up another flight and the third floor is home to the private VIP salons as well as a dedicated fine jewelry room. Airy and elegant, you’ll notice larger art pieces like Jean-Michel Othoniel’s Plum Blossom as well as Miriam Ellner’s River Blossom. And speaking of jewelry, there’s yet another exclusive moment here as well as there are two bracelets and rings from Victoire de Castellane’s Bois de Rose line. For watch lovers, the Chiffre Rouge timepiece gets a revamp with a rose gold bezel and bumper.