Dior Takes Over Gurney’s Montauk With Fashion, Beauty Pop-ups
It’s a Dior toile de jouy globe, and Gurney’s Montauk Vacation resort guests are just living in it.
The LVMH Moët Hennessy Louis Vuitton-owned manufacturer is bringing a Dioriviera pop-up boutique, conceptualized by Maria Grazia Chiuri, as perfectly as a spa takeover, to the Montauk, New York, resort. Both of those spaces opened Friday, and will be open at the resort through Sept. 5.
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Image courtesy of Dior/Francis Dzikowski
Having in excess of unique locales isn’t new for Dior, throughout both equally beauty and fashion — this summer’s pop-ups on the style side include things like resorts across Europe and Asia — but the collaboration marks the initially Dior spa activation in the U.S. and the to start with time the fashion and attractiveness businesses, which function individually, are converging on a single lodge in the American industry.
The 360-diploma tactic comes as the brand dips its toes into way of living choices. When Dior partnered with the LVMH-backed Cheval Blanc lodge in St. Barths in 2021, Pietro Beccari, chairman and main executive officer of Christian Dior Couture, advised WWD that “LVMH is a lifestyle in all the makes that it’s symbolizing.”
Photo courtesy of Dior/Francis Dzikowski
“…There’s a normal push to collaborate extra and to exchange far more in phrases of accomplishing some thing alongside one another,” he ongoing at the time.
On the fashion facet, two diverse rooms at Gurney’s will feature the Dioriviera capsule assortment, replete with add-ons, skirts, dresses and swimwear in the brand’s toile de jouy print. That extends to the boutique’s visible merchandising as perfectly, which contains aid toile de jouy wallpaper alongside with a dressing space.
Outside of the rooms, a sun deck showcases Dior Maison homewares from the manufacturer in the very same print, from parasols to chaise longues, butterfly chairs, skateboards, a handheld supporter and a surfboard, all of which are for sale. Toile de jouy-printed animals flank the seating area.
Dioriviera pop-up boutique at Gurney’s Montauk Vacation resort.Cocktails influenced by the identical sample, as perfectly as wine and Champagne from LVMH-owned producers, will be offered on the deck as perfectly.
Globally, the brand’s trend and leather-based items overall performance has fueled progress at its father or mother corporation. That division in the brand’s mum or dad company grew 30 per cent for the initially quarter, as reported by WWD, fueled by Dior and Louis Vuitton.
The natural beauty functionality is just as stellar. Dior Sauvage is the leading selling status fragrance in the U.S., across men’s and women’s categories, and the model is the next most significant share gainer in equally makeup and beauty overall, according to the NPD Team. François Demachy, Dior’s perfumer-creator, just lately received a Lifetime Achievement Perfumer Award at the 2022 Fragrance Basis Awards.
Picture courtesy of Dior/Francis Dzikowski
Gurney’s will carry an assortment of Dior items throughout types and ranges, each in the manner boutique and the lately renovated Seawater Spa.
The spa remedy space marks the brand’s 1st time bringing its solutions to the U.S. The menu consists of three facial therapies and two body treatment options, ranging in price tag from $270 to $450, incorporating goods from the brand’s L’Or de Vie and Dior Prestige ranges.
The treatment method room will come with a personal deck and out of doors tub, and Dior-printed deck chairs.
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