November 27, 2022

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Dior Takes Over Gurney’s Montauk With Fashion, Beauty Pop-ups

3 min read

It is a Dior toile de jouy earth, and Gurney’s Montauk Resort friends are just residing in it.

The LVMH Moët Hennessy Louis Vuitton-owned brand 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 by means of Sept. 5.

Additional from WWD

Dioriviera pop-up boutique at Gurney’s Montauk Resort. - Credit: Photo courtesy of Dior/Francis Dzikowski

Dioriviera pop-up boutique at Gurney’s Montauk Vacation resort. – Credit: Image courtesy of Dior/Francis Dzikowski

Photograph courtesy of Dior/Francis Dzikowski

Taking more than exotic locales is not new for Dior, throughout both of those magnificence and fashion — this summer’s pop-ups on the vogue aspect contain resorts across Europe and Asia — but the collaboration marks the first Dior spa activation in the U.S. and the initial time the vogue and natural beauty enterprises, which function separately, are converging on a single hotel in the American market.

The 360-degree tactic will come as the model dips its toes into way of living choices. When Dior partnered with the LVMH-backed Cheval Blanc hotel in St. Barths in 2021, Pietro Beccari, chairman and main govt officer of Christian Dior Couture, advised WWD that “LVMH is a lifestyle in all the manufacturers that it’s symbolizing.”

Inside the Dior treatment room at Gurney’s Montauk Resort. - Credit: Photo courtesy of Dior/Francis Dzikowski

Within the Dior treatment place at Gurney’s Montauk Resort. – Credit rating: Photograph courtesy of Dior/Francis Dzikowski

Picture courtesy of Dior/Francis Dzikowski

“…There’s a normal drive to collaborate extra and to exchange extra in terms of undertaking a little something together,” he ongoing at the time.

On the manner side, two diverse rooms at Gurney’s will element the Dioriviera capsule collection, replete with extras, skirts, attire and swimwear in the brand’s toile de jouy print. That extends to the boutique’s visible merchandising as effectively, which incorporates relief toile de jouy wallpaper together with a dressing space.

Outside of the rooms, a sunlight deck showcases Dior Maison homewares from the brand in the identical print, from parasols to chaise longues, butterfly chairs, skateboards, a handheld enthusiast and a surfboard, all of which are for sale. Toile de jouy-printed animals flank the seating region.

Dioriviera pop-up boutique at Gurney's Montauk Resort.

Dioriviera pop-up boutique at Gurney’s Montauk Vacation resort.

Dioriviera pop-up boutique at Gurney’s Montauk Vacation resort.Cocktails inspired by the exact pattern, as nicely as wine and Champagne from LVMH-owned producers, will be available on the deck as properly.

Globally, the brand’s fashion and leather products effectiveness has fueled expansion at its parent business. That division in the brand’s father or mother firm grew 30 percent for the initially quarter, as reported by WWD, fueled by Dior and Louis Vuitton.

The beauty functionality is just as stellar. Dior Sauvage is the best marketing status fragrance in the U.S., throughout men’s and women’s categories, and the brand is the second largest share gainer in the two make-up and splendor in general, according to the NPD Team. François Demachy, Dior’s perfumer-creator, recently received a Life span Accomplishment Perfumer Award at the 2022 Fragrance Basis Awards.

Dior’s treatment room at Gurney’s Montauk Resort. - Credit: Photo courtesy of Dior/Francis Dzikowski

Dior’s treatment method place at Gurney’s Montauk Resort. – Credit rating: Photograph courtesy of Dior/Francis Dzikowski

Picture courtesy of Dior/Francis Dzikowski

Gurney’s will carry an assortment of Dior goods throughout groups and ranges, the two in the manner boutique and the not too long ago renovated Seawater Spa.

The spa remedy room marks the brand’s to start with time bringing its therapies to the U.S. The menu features 3 facial therapies and two body treatments, ranging in value from $270 to $450, incorporating goods from the brand’s L’Or de Vie and Dior Status ranges.

The treatment space arrives with a private deck and out of doors tub, and Dior-printed deck chairs.

For much more from WWD.com, see:

Exclusive: Parfums Christian Dior Launches Sustainability Strategy

Amiri, Rick Owens, Dries, Dior — and Denim — Buyers’ Paris Faves

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