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For the fifth season of its summer capsule collection, Dior is taking control of a legendary establishment popular with Hollywood: the Beverly Hills Hotel, until 4 September. This return to California completes the presence of Dioriviera pop-up stores in the world’s most exclusive seaside resorts, from Saint-Tropez to Mykonos, Capri and Bodrum.
A cinematic address
Perched on Sunset Boulevard in the foothills of Santa Monica on land once owned by the Mexican state, the 111-year-old Beverly Hills Hotel was designed by Elmer Grey, an architect from Pasadenas. It remains one of Hollywood’s most emblematic landmarks. Its predominantly pink hue has earned it the nickname “Pink Lady” or “Pink Palace”. The iconic actress of the Jurassic Park saga, Laura Dern, told the Los Angeles Times in 2012 that walking through the doors of the establishment was like “walking into a birthday cake“.
Stars from Hollywood’s Golden Age to those of Tiktok have dined here, relaxed here or had whirlwind romances in the hotel and bungalows, including Clark Gable and Carole Lombard, Marilyn Monroe and Joe DiMaggio, Kim Kardashian and Pete Davidson, Elizabeth Taylor, Robert Evans, the Beatles, Reese Witherspoon, Katy Perry and many more!
The 5-star hotel, operated by Dorchester Collection, boasts 210 rooms and suites, 23 bungalows, a Spa and the famous Polo Lounge run by chef Kaleo Adams, where guests can order the McCarthy salad while enjoying breathtaking views of the California sunsets.
The two Presidential Bungalows boast a private pool and almost 5,000 square metres of indoor/outdoor living space, making them the largest and most prestigious suites in Los Angeles. The hotel’s usual beach cabins can accommodate up to four people at a cost of $1,700 per day.
Alongside the Dior activation, from April to September, the establishment is offering screenings of cult films around its pool, mostly shot in and around Los Angeles, such as Amy Heckerling’s Clueless (1995), Damien Chazelle’s La La Land (2016) and Billy Wilder’s Some Like It Hot (1959).
A new Dior interlude in California
For this return to Californian soil, Dior took pride of place along the hotel’s poolside.
The brand’s teams dressed all the deckchairs and cabanas in pink and grey Trianon toile de Jouy, the signature of artistic director Maria Grazia Chiuri. The brand has also installed an ice-cream kiosk and a spa in its own colours.
The treatments on offer highlight the L’Or de Vie line of creams and a new Dioriviera fragrance by Francis Kurkdjian, a mix of fig and rose.
Under the palm trees and at the top of a staircase also painted pink, the luxury house has installed three beach cabins, in the spirit of those seen on the Côte d’Azur.
The complex opens onto a large boutique inspired by “an escapade on a sandy beach”.
This hotel activation follows on from its previous Dioriviera operation in Southern California.
In 2021, Dior took over the Rosewood Miramar Beach resort in Montecito, owned by Los Angeles retail developer and former mayoral candidate Rick Caruso. For the occasion, the luxury house decorated the swimming pool and the petanque court. It also filled a bungalow with clothes from its Dioriviera capsule collection.
The Californian sunshine is no coincidence, as Los Angeles, along with New York, Miami and Austin, is the centre of the local luxury goods market.
California alone is estimated to account for 25-30% of the US luxury goods market, valued at €78 billion by 2022, according to consultancy firm Bain. This makes it the most dynamic region behind New York.
The destination has also attracted another LVMH brand, with Pucci collaborating with concept store chain The Webster during the Coachella art and music festival. It was also Chanel that decided to open its largest boutique on American soil on Rodeo Drive, the city’s main luxury shopping street.
Fifth season for Dioriviera
Dioriviera began 2018 in the format of a small pop-up store and a seaside capsule collection in Mykonos. A strategy designed to capitalise on the summer exodus of wealthy international holidaymakers.
Since then, Dior has multiplied and expanded the size of these ephemeral shops, which have taken up residence in the world’s most glamorous destinations.
The brand has set up shop in Saint-Tropez, Monaco, Greece (Mykonos, Nammos), Italy (Capri, Portofino, Forte dei Marmi) and Turkey (Bodrum). Last year, the concept was even exported beyond the shores of the Mediterranean, to China (Shanghai), Japan (Tokyo and Samya), Bali and Vietnam.
Since then, the capsule has evolved into a complete summer collection, including beach games, deckchair mattresses and bikinis, as well as more colourful versions of the autumn-winter collection, bearing the names of the various host cities, which are all dream destinations.
Similarly, since 2021, the Dioriviera summer activation has been grafted onto some of the world’s most prestigious hotels. Last year, Dior collaborated with Gurney’s Montauk in New York and the Puente Romano Beach Resort in Marbella, Spain.
The price range, as reported by Footwear News, goes from $250 to $6,200 for a fashion item and accessory and from $1,400 for a beach chair to $11,000 for the signature Dioriviera surfboard.
The Beverly Hills hotel is also part of a series of Dioriviera summer events taking place around the world in six Dior boutiques, ten resort concept boutiques and nine pop-up boutiques. This season, Dior has reimagined the pop-up boutiques to resemble real fake sand castles with sand walls.
These life-size sculptures of an exotic bestiary of giraffes, lions, tigers, Dior sandals and Lady Dior bags, also in sandy trompe-l’oeil, are also part of the show.
The Parisian luxury brand has opted for upcycling to design its decorative animals. Acierta, a company specialising in visual merchandising, reused the animals designed last year, covering the fluorescent toile de jouy motif with sandy tones to match the brand’s overall in-store theme.
But Dior is not alone in developing an international concept of summer pop-up stores. Recently, Chanel, which also has a presence in most Mediterranean locations, temporarily moved its Saint-Tropez outlet to a building with a Provençal façade.
Read also > Dior installs its Spa in the Cap-Eden-Roc hotel
Featured photo : © Dior[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]
For the fifth season of its summer capsule collection, Dior is taking control of a legendary establishment popular with Hollywood: the Beverly Hills Hotel, until 4 September. This return to California completes the presence of Dioriviera pop-up stores in the world’s most exclusive seaside resorts, from Saint-Tropez to Mykonos, Capri and Bodrum.
A cinematic address
Perched on Sunset Boulevard in the foothills of Santa Monica on land once owned by the Mexican state, the 111-year-old Beverly Hills Hotel was designed by Elmer Grey, an architect from Pasadenas. It remains one of Hollywood’s most emblematic landmarks. Its predominantly pink hue has earned it the nickname “Pink Lady” or “Pink Palace”. The iconic actress of the Jurassic Park saga, Laura Dern, told the Los Angeles Times in 2012 that walking through the doors of the establishment was like “walking into a birthday cake“.
Stars from Hollywood’s Golden Age to those of Tiktok have dined here, relaxed here or had whirlwind romances in the hotel and bungalows, including Clark Gable and Carole Lombard, Marilyn Monroe and Joe DiMaggio, Kim Kardashian and Pete Davidson, Elizabeth Taylor, Robert Evans, the Beatles, Reese Witherspoon, Katy Perry and many more!
The 5-star hotel, operated by Dorchester Collection, boasts 210 rooms and suites, 23 bungalows, a Spa and the famous Polo Lounge run by chef Kaleo Adams, where guests can order the McCarthy salad while enjoying breathtaking views of the California sunsets.
The two Presidential Bungalows boast a private pool and almost 5,000 square metres of indoor/outdoor living space, making them the largest and most prestigious suites in Los Angeles. The hotel’s usual beach cabins can accommodate up to four people at a cost of $1,700 per day.
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For the fifth season of its summer capsule collection, Dior is taking control of a legendary establishment popular with Hollywood: the Beverly Hills Hotel, until 4 September. This return to California completes the presence of Dioriviera pop-up stores in the world’s most exclusive seaside resorts, from Saint-Tropez to Mykonos, Capri and Bodrum.
A cinematic address
Perched on Sunset Boulevard in the foothills of Santa Monica on land once owned by the Mexican state, the 111-year-old Beverly Hills Hotel was designed by Elmer Grey, an architect from Pasadenas. It remains one of Hollywood’s most emblematic landmarks. Its predominantly pink hue has earned it the nickname “Pink Lady” or “Pink Palace”. The iconic actress of the Jurassic Park saga, Laura Dern, told the Los Angeles Times in 2012 that walking through the doors of the establishment was like “walking into a birthday cake“.
Stars from Hollywood’s Golden Age to those of Tiktok have dined here, relaxed here or had whirlwind romances in the hotel and bungalows, including Clark Gable and Carole Lombard, Marilyn Monroe and Joe DiMaggio, Kim Kardashian and Pete Davidson, Elizabeth Taylor, Robert Evans, the Beatles, Reese Witherspoon, Katy Perry and many more!
The 5-star hotel, operated by Dorchester Collection, boasts 210 rooms and suites, 23 bungalows, a Spa and the famous Polo Lounge run by chef Kaleo Adams, where guests can order the McCarthy salad while enjoying breathtaking views of the California sunsets.
The two Presidential Bungalows boast a private pool and almost 5,000 square metres of indoor/outdoor living space, making them the largest and most prestigious suites in Los Angeles. The hotel’s usual beach cabins can accommodate up to four people at a cost of $1,700 per day.
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