EXCLUSIVE: First Look Inside Dior’s New Vienna Boutique
Dior will open its second boutique in Vienna this weekend, with the new store located in an historic building in what’s known as Vienna’s luxury shopping mile in the “Golden Quarter.”
Spread over around 11,000 square feet, the boutique will offer women’s and men’s ready-to-wear, shoes, accessories, bags, jewelry and perfumes. The pale-colored interiors were designed by Peter Marino, the brand’s go-to interior architect, and feature cabochon stone, warm wood accents and parquet flooring.
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“Vienna Dior is a bold new three-floor maison, filled with art, signed furniture pieces and evocations of Dioresque 18th century French taste,” Marino told WWD exclusively. “Exciting for me to have done this new Dior in a city that I’m so in love with.”
The premises are punctuated with artworks, including a magnetic installation by Berlin-based artist Claudia Wieser, a bronze sculpture by France’s Philippe Pasqua and paintings by Austrian Christian Eisenberger, Los Angeles-based Maysha Mohamedi and American Donald Sultan, among other works. The furniture has also been specially selected from a range of contemporary designers.
Dior’s new neighbors will include everyone from Bottega Veneta, Balenciaga and Jimmy Choo to Alexander McQueen. But that’s not the only reason this location is ideal for Dior.
This part of the Austrian capital was once home to the city’s cloth merchants. The street where the boutique is — Tuchlauben Street — is named for a 13th century guild of fabric sellers that sold their wares from inside these arcades and often lived above them. In German “Tuch” means cloth and “Lauben” is an arbor or alcove. The trade was so lucrative that the so-called “Laubenherren,” or “masters of the arcades,” were some of the wealthiest citizens in Vienna.
From Saturday onward, their descendants will be able to enjoy cloth cut Dior’s way at a second location in Vienna.
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