Dior introduces a resort pop-up at a historic Italian beach club – WWD
THE GOOD LIFE: To celebrate the launch of its annual Dioriviera beach collection, Dior is taking over part of one of Italy’s most exclusive beach clubs, Bagni Fiore near Portofino.
Located in Paraggi Bay where boats are prohibited, the historic site has hosted celebrities such as Brigitte Bardot, Elizabeth Taylor and Maria Callas. Dior is customizing its bar and lounge adorned with bamboo, as well as its beach cabanas and deckchairs, cushions and parasols, in a leaf-green version of its signature toile de Jouy motif.
Guests will be able to enjoy a pop-up Dior spa by the water, a service that will also be available in gazebos set up in the gardens of the Hotel Splendido in Portofino. The beach club and spas will open on Wednesday, in tandem with a Dior resort store in Paraggi selling seasonal ready-to-wear, bags, shoes and accessories, which has been open since May 19.
The brand’s Escale à Portofino perfume will be available in a limited edition with green Toile de Jouy packaging, sold at the Hotel Splendido, in a selection of boutiques in France and Italy, and online.
It is the latest example of the growing synergies between the French fashion house and the hotel division of parent company LVMH Moët Hennessy Louis Vuitton, which operates the Bagni Fiore and owns the Splendido through its luxury tour operator Belmond. Bagni Fiore was acquired last year by Gruppo Langosteria, which runs an on-site restaurant.
Last year, Dior opened its first Dioriviera winter pop-up at the LVMH-owned Cheval Blanc hotel in St. Barths, taking over the bar and pool from La Cabane restaurant, as well as a Suite Ocean with private terrace and swimming pool.
“LVMH is a lifestyle in all the brands it represents,” Pietro Beccari, chairman and CEO of Christian Dior Couture, told WWD at the time. “It’s not a structural collaboration, but I would say there is a natural push to collaborate more and to exchange more in terms of doing something together.”
The lifestyle push isn’t limited to LVMH-owned properties. Dior deckchairs, parasols and cushions will be deployed this summer on the terrace bordering the beach of the InterContinental Hua Hin Resort in Thailand, and the swimming pool of the Sundara Beach Club of the Four Seasons Bali in Jimbaran Bay in Indonesia, among others.
The terrace of the Dior tea house in Chengdu, China will also be personalized and a beach pop-up with a café is planned in Montauk, NY
In Tokyo and Sanya, China, visitors will be able to experience the collection in circular wooden structures that appear to float on water, Dior said.
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