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Dior: The image of a brand

While all of Dior's collections have made a lasting impression on many generations around the world, the "New Look", first introduced in 1947, gave the iconic brand an unparalleled new momentum and its success allowed the brand to eventually establish its dominance of the fashion world. And that's not all! The collection also represented a turning point in the world of interior design.

Dior showcases iconic images of "New Look" embodying the sensuality of female bodies with a marked wasp waist that shines behind voluminous silk skirts and finely tuned jackets. This artistic universe was also transcribed in the decoration of the studio, the apartment and the Dior boutiques that the couturier personally started with his designers, Victor Grandpierre and Georges Geffroy. We are talking about the golden age of design that created an identifiable brand image that can be found even today in all Dior stores.

The new Dior boutique in Brussels

This summer, Dior is opening a new boutique located in the heart of Brussels, the city of art and culture. The store embodies the entire Dior universe with an exceptional contemporary touch: furniture designed by the English designer Adam Williams, an expert in metal creations, and by the French artist Damien Gernay, designer of a multi-reflective mirror sculpture.

The shop is located on Waterloo Boulevard and has 3 levels, corresponding to the Dior image: elegance, organisation and creativity! The ground floor is for bags and accessories that immediately set the tone: a mix of shapes and colours in a sober and refined atmosphere.

On the first floor are clothes and shoes, displayed on the shelves and accentuated by expert work on lighting and brightness. The exhibition tells a story; that of a fashion designer who dressed Salvador Dali to go to the "Ball of the Century" and who reproduced "the Era of Jazz" in his creations and shops.

It is the "Louis-Dior" style which appears in this floor in all its splendour. The designer defines the essence of this universe in his autobiography: "the living room of my dreams: white and pearl grey, very Parisian with the crystal chandelier and the exotic presence of Kentia palm trees".

Finally, the third floor is a terrace overlooking the cityscape of Brussels but which is sheltered from the din of the city: a true salon of couture in the strongest possible Parisian sense!

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