Dior’s Geneva flagship by French architect Christian de Portzamparc has a brand new, wavy façade that references the fashion designer's original processes using curves, cuts and light
France’s Pritzker laureate Christian de Portzamparc describes the new Dior Geneva flagship store he designed as ‘an emblem that aims to liven up the city'. Wrapped in six dazzling white sculptural shells ‘that soar to the sky’, it integrates into and transforms Geneva’s urban fabric.
At the new flagship, the shells also evoke the petals of a lily or daisy. Flowers play a signature role in the brand's designs, rooted in Christian Dior’s childhood love of his family flower garden and often manifested in elaborate appliqué on garments. Subtle lines cut through the shells to give structural protection against any seismic ground movement Geneva may experience.
But as de Portzamparc comments, Dior’s new flagship store ‘cannot be a UFO, an incongruous object in the street, as in New York’. Instead, he pays ‘homage to European baroque’ with a new look – something that lifts the street and weaves the legacy of Dior aesthetic into the structure. Not least, the internal spaces are perfect for Dior’s uniquely refreshing and cultured shop-floor ambience.
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