A New Landmark on geneva’s Rue du Rhône
Maison Dior has unveiled its newest Swiss boutique in Geneva, a landmark flagship designed by Christian de Portzamparc, the first French architect to receive the Pritzker Prize. The location itself holds significance, situated on Rue du Rhône, the heart of luxury and fashion in Geneva. The building is recognized at once by its facade, a sculptural display of modern architecture. Graceful, curved lines echo the Seoul Dior flagship (see designboom’s coverage here), while six interwoven petal-like structures rise skyward.
Christian de Portzamparc designed the new Dior flagship boutique in Geneva | images © LVMH
christian de portzamparc’s petal facade
Realizing its Dior flagship in Geneva, the team led by architect Christian de Portzamparc crafts the sculptural facade elements from glass and resin. The flowing surfaces reference the exquisite fabrics which shaped Christian Dior’s couture creations. The interplay of light and shadow throughout the day creates a captivating effect, with sunlight filtering through the glass veils. By night, the building transforms into a luminous urban lantern, its light softly diffused through elegant resin shells.
the facade features curved lines and petal-like structures, inspired by Dior’s couture
an artistic homage to dior’s legacy
The interior of Christian de Portzamparc’s boutique reflects both Dior’s contemporary vision and the iconic 30 Montaigne address in Paris. A refined atmosphere bathed in light hues creates a welcoming space. A central wall, stretching across all floors, serves as a subtle ‘Ariadne’s thread,’ showcasing pristine white canvases. This design element evokes the initial sketches that bring haute couture collections to life.
The boutique’s decor is an invitation to explore, with artworks by Swiss artists including Pamela Rosenkranz and Ugo Rondinone throughout. These inclusions are a tribute to Christian Dior’s own background as a gallery owner and art collector. The walls also feature archival sketches from Dior himself, alongside iconic photographs by Northern Italian visual artist Brigitte Niedermair. A private salon offers an immersive experience, backdropped by a fresco by Parisian artist François Mascarello.
glass and resin materials create an interplay of light and shadow 
the interior is bright and contemporary, echoing the iconic 30 Montaigne address 
the boutique showcases the latest collections by Maria Grazia Chiuri, Kim Jones, and Victoire de Castellane
the facade elements are expressed along the interiors as sloping window shaders
project info:
project title: Dior Boutique
architecture: Christian de Portzamparc | @christian2portzamparc
location: Geneva, Switzerland
completion: 2024
photography: © LVMH