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

Annette K. Brown


It is a Dior toile de jouy world, and Gurney’s Montauk Resort visitors are just dwelling in it.

The LVMH Moët Hennessy Louis Vuitton-owned model is bringing a Dioriviera pop-up boutique, conceptualized by Maria Grazia Chiuri, as effectively as a spa takeover, to the Montauk, New York, resort. Equally spaces opened Friday, and will be open up at the resort by way of Sept. 5.

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

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

Photo courtesy of Dior/Francis Dzikowski

Having around unique locales is not new for Dior, throughout both of those splendor and vogue — this summer’s pop-ups on the fashion facet contain resorts throughout Europe and Asia — but the collaboration marks the to start with Dior spa activation in the U.S. and the to start with time the vogue and splendor firms, which run separately, are converging on a one hotel in the American marketplace.

The 360-diploma approach will come as the brand name dips its toes into way of life choices. When Dior partnered with the LVMH-backed Cheval Blanc lodge in St. Barths in 2021, Pietro Beccari, chairman and main executive officer of Christian Dior Couture, explained to WWD that “LVMH is a life-style in all the brands that it is symbolizing.”

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

Inside the Dior therapy home at Gurney’s Montauk Resort. – Credit score: Picture courtesy of Dior/Francis Dzikowski

Image courtesy of Dior/Francis Dzikowski

“…There’s a organic drive to collaborate far more and to trade far more in conditions of undertaking one thing together,” he continued at the time.

On the manner aspect, two distinct rooms at Gurney’s will characteristic the Dioriviera capsule selection, replete with accessories, skirts, dresses and swimwear in the brand’s toile de jouy print. That extends to the boutique’s visual merchandising as perfectly, which features aid toile de jouy wallpaper together with a dressing home.

Outside the house of the rooms, a solar deck showcases Dior Maison homewares from the manufacturer in the exact print, from parasols to chaise longues, butterfly chairs, skateboards, a handheld fan 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 impressed by the same sample, as well as wine and Champagne from LVMH-owned producers, will be available on the deck as properly.

Globally, the brand’s vogue and leather products general performance has fueled expansion at its father or mother enterprise. That division in the brand’s dad or mum organization grew 30 percent for the first quarter, as documented by WWD, fueled by Dior and Louis Vuitton.

The elegance general performance is just as stellar. Dior Sauvage is the top rated selling prestige fragrance in the U.S., across men’s and women’s types, and the brand name is the next largest share gainer in both of those makeup and splendor in general, in accordance to the NPD Group. François Demachy, Dior’s perfumer-creator, recently gained a Lifetime Accomplishment Perfumer Award at the 2022 Fragrance Foundation Awards.

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

Dior’s procedure home at Gurney’s Montauk Vacation resort. – Credit rating: Image courtesy of Dior/Francis Dzikowski

Photograph courtesy of Dior/Francis Dzikowski

Gurney’s will carry an assortment of Dior products and solutions across categories and ranges, both equally in the manner boutique and the recently renovated Seawater Spa.

The spa therapy room marks the brand’s first time bringing its solutions to the U.S. The menu involves three facial remedies and two system remedies, ranging in price tag from $270 to $450, incorporating products from the brand’s L’Or de Vie and Dior Status ranges.

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

For extra from WWD.com, see:

Distinctive: Parfums Christian Dior Launches Sustainability Method

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

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