Dior reopens magical New York flagship store

US – Dior has reopened its Madison Avenue flagship with an expanded four-floor footprint, just a block from its first Manhattan store, which opened in 1948.

Designed by Peter Marino, the space is intended to feel like an Upper East Side townhouse and unfolds in stages. The window display draws the attention of passers-by with an animatronic forest of squirrels, birds and bees which have been crafted from upcycled Dior materials, while the internal staircase glows with a ‘Colorama’ of 3D-printed accessories.

Each corner of the store introduces a moment of magic, such as the abstract flower paintings by artists Jean-Michel Othoniel and Nir Hod that line the walls of the first Dior Spa in the US. A separate entryway leads to the country’s only Dior Maison store.

Unlike other Dior stores, the flagship is home to a number of exclusives, which are based on vintage Dior designs. These include 47 pairs of B27 sneakers as a nod to Christian Dior’s first visit to New York in 1947, limited-edition J’Adior slingbacks and Lady Dior bags.

The flagship’s enchanting design aligns with our Culture-coded Retail macrotrend report, which unpacked how brands are creating story-living environments that blend retail and hospitality to create immersive brand experiences that align with cultural moments and build an emotional connection with customers.