In 1990, Dior opened its first store on Rodeo Drive, the first Dior location in North America. Thirty-five years later, the luxury brand owned by the LVMH group has just opened a 60-foot-tall building. 

Open to the public since Saturday, the store located at 323 North Rodeo Drive called upon its star architect, Peter Marino, chief designer of Dior boutiques, including most recently, 30 Avenue Montaigne in Paris and the new flagship store House of Dior New York, which opened in August.

The magnificent, undulating stucco façade now revealed its window displays featuring miniature scenes of Paris, including an ultra-detailed model of La Galerie Dior at 30 Avenue Montaigne, complete with characters, realistic settings, and nods to Los Angeles with the “HollywoodDior” sign and the Bel-Air hotel. 

“A cinematic journey, a luminous dialogue between Paris and Los Angeles that pays tribute to the house’s timeless couture heritage,” explains Dior’s team, “each offering a living tableau of small scenes from Dior’s odyssey in the United States.” 

These animations can also be found on the second floor of the store, in the jewelry section, where a window display pays tribute to designer Christian Dior, accompanied by his faithful dog Bobby.

Surrounded by a garden featuring a dancing sculpture by artist Niki de Saint-Phalle, the boutique reveals an interior with light-colored parquet flooring strewn with antique rugs and a palette of natural, earthy colors. In the center stands the sculptural “Ginkgo” bench designed by sculptor and artist Claude Lalanne in the late 1990s, from which several bouquets of flowers spring forth.

On the ground floor, visitors first discover the space reserved for leather goods and handbags, furnished with seating areas and counters. This is followed by an area dedicated to women’s shoes, decorated with sculptural tables and large speckled benches, and another dedicated to perfumes. A corner showcases the house’s scarves, presented on wall displays and in a large trunk. In each space, Dior silhouettes blend into the decor.

In contrast, the men’s section plays on other motifs and a color palette combining brown, camel, and gray tones. The sunglasses collections, all the leather goods for men, and ready-to-wear are presented here. 

The store’s centerpiece, the majestic staircase, a nod to the Barneys New York store in Los Angeles designed by Peter Marino 38 years ago, surrounds a small garden designed by Marino in collaboration with landscape architect Peter Wirtz, offering a panoramic view of the spaces. 

There are a number of small lounges dedicated to women’s ready-to-wear in a Parisian apartment-style setting with Dior gray walls, large mirrors, and angel tapestries. Divided by large gold and silver stone walls, the jewelry and fine jewelry area showcases the house’s latest collections in circular metal display cases. There is also an area dedicated to men, with large fitting rooms and two VIP rooms.

Dotted with numerous art pieces by Frederic Heurlier-Cimolai, Adam Fuss, and Horst P. Horst, the boutique also unveils many pieces of furniture in bronze, brass, metal, and aluminum by the Voukenas Petrides studio, artist Audiane Delos, and Maison Leleu.

One floor up, the house opens its VIP area around a huge terrace overlooking the Hollywood sign and its restaurant, Monsieur Dior. The space, whose menu has been designed by San Francisco’s three-star chef Dominique Crenn, is set to open to the public in the last week of October. It features a lounge with a bar and an indoor-outdoor dining room that can accommodate up to 105 guests. The menu is inspired by the golden age of Hollywood and, of course, glamorous fashion.