Dior wants to join you on your vacation. The French luxury brand, founded in 1947 by Monsieur Christian Dior, is taking its Dioriviera motif on the road again, touching down in luxury resorts, major cities, and even the Seine in Paris. Aimed squarely at its HNWI clientele, the openings further the LVMH brand’s footprint in the lifestyle of its well-to-do customer base.
Dior has been introducing its Dioriviera collections to upscale destinations since Tk and ramped up its ephemeral seasonal stores in 2021 as travel was beginning to return to pre-pandemic levels, especially in Europe. For 2023, the partnerships will continue to flourish.
One of the newest additions is a pop-up at Shellona St. Tropez, the St. Barths-founded beachside restaurant and club known for exquisite cuisine and a cool day-party vibe, based in the French Riviera playground in 2017. Open from June 1st through September 20th, the boutique will feature the latest offerings from Dioriviera, which include the iconic Toile de Jouy, reinvented in a soft palette from pink to grey and featuring animals such as Toile de Jouy Sauvage.
The house motif energized by Maria Grazia will not only be offering the Lady D-Lite, Dior book tote, Mitzah scarves, and silk camisoles in the free-standing store, it will adorn deckchairs, sunloungers, cushions, and parasols to upgrade the Mediterranean eatery and club in the sand.
Those wishing to enjoy a city getaway can also enjoy another side of the Dior lifestyle outside its Avenue Montaigne store and headquarters—that recently expanded the retail concept to include a café and mini-museum—by embarking on the Dior Spa Cruise. In partnership with another LVMH property, Cheval Blanc, where Dior operates a spa (Another location is in the Hôtel Plaza Athénée), the floating wellness center takes inspiration from the 19th century Bains de la Samaritaine, which was born from the infamous French department of the same name that the luxury conglomerate owned and operated by Bernard Arnault recently renovated and reopened on the banks of the river.
The spa cruise offers various services, beginning with two-hour sessions to enjoy a massage or fitness class and another hour to enjoy the boat floating down the Parisian waterway. In keeping with exclusivity, only five guests can board the vessel at a time. A private tour for two people offered at 1500 euros is also available for a real VIP service. The house Toile de Jouy adorns parasols, deckchairs, blankets, pillows, and more on the relaxing liner.
For those traveling or residing stateside who prefer a landlocked spa day, this summer will also offer Le Jardin des Rêves Dior at the Beverly Hills Hotel, a Dorchester Collection Hotel. Summer 2023 marks the first time the hotel will host a Dior-branded spa which will feature poolside cabanas bedecked in the familiar Toile de Jouy (in pink naturally in keeping with the famous LA hotel’s color scheme and grey in a nod to Monsieur Dior.)
The charming suites, adorned with rattan furniture, allow hotel guests to savor one of the four signature treatments in privacy before and after for a true escape amid the bustling metropolis. The program features two facials, the L’Or de Vie Miracle and the L’Or de Vie line treatment, while the 60-minute New Look slimming massage and the 90-minute Constellation relaxing massage are offered for the body.
Guests can further their Dior lifestyle experience at the Sunset Boulevard hotel at the Dioriviera pop-up, also located poolside with surf-inspired cabins, lounge chairs, and umbrellas in the familiar Toile de Jouy pattern framing the outside of the store.
The setup, open until September 4th, draws inspiration from the Mediterranean beaches and its clubs. Its interior reflects an intricate sandcastle topped off by a toile de Jouy-wrapped skylight roof.
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