Dior has announced the opening of its new pop-up boutique in the heart of Manhattan’s SoHo neighbourhood in New York City. Located at 109 Greene Street, the store is dedicated to the Dior Chez Moi collection designed by Maria Grazia Chiuri and celebrating the art of living at home in style. It marks the first in a series of exclusive pop-ups and pop-ins to open worldwide.
Dior Chez Moi, the House’s first capsule collection dedicated entirely to loungewear, blends refinement and ease in timeless pieces to be worn both at home and outdoors. For this new line, Pietro Ruffo – the Roman artist and close friend of Dior’s Creative Director for women’s collections – redesigned his emblematic zodiac motifs, a tribute to Monsieur Dior’s superstitious nature, as a world map linking heaven and earth, continents and constellations, flora and fauna.
This ephemeral space embodies the modern spirit of SoHo, while at the same time reflecting Dior’s heritage of timeless elegance, luxury, and innovation.