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Brief Published: 11 Jun 2014

Dior’s VIP Boutique, Florence

Dior, Florence

Luxury French fashion house Dior has revealed its latest concept store – a new boutique in the Italian city of Florence.

Carefully conceived to appeal to the city’s most affluent residents and wealthiest tourists, the shop is situated in a fully restored historic townhouse – an oasis of relative calm among the city’s shops, high-end hotels and restaurants. It will stock the brand’s women’s ready-to-wear lines. 

To cater to premium shoppers, the store has opted for smaller browsing areas, enabling the brand to increase the space dedicated to VIP rooms where products can be presented to clients. The private rooms are fitted with silk and velvet furnishings, and artworks created by American glasswork artist, Rob Wynne. Dior chief executive Sidney Toledano described the space to fashion newswire WWD as part of “a different ceremony”.

Favouring private spaces over more ostentatious, highly public browsing environments, is an emerging trend within the luxury sector, partly prompted by a post-recessionary change in attitudes. For more, see Inconspicuous Consumption in our Austerity Opportunity Macro Trend.

Located in a 14th-century building, the interior has been designed to blend Parisian and Florentine details, including meticulously restored vaults swathed in the brand’s signature grey colour palette. It was conceived by American architect Peter Marino – the man responsible for parent group LVMH’s Louis Vuitton stores, as well as the intimate feel of Guerlain’s Paris flagship. See blog for more.

For more on luxury store spaces, see Jigsaw Emporium, Louis Vuitton Townhouse, Luxury Brand Temples and Celine’s London Flagship. See also Fendi Flagship Embraces Art Ethos.

For more on the relationship between art and bricks-and-mortar retail environments, look out for our report Art-Fuelled Fashion Spaces, publishing in July.