Promenaden Management and Dior are celebrating the opening of the luxury brand’s first Scandinavian boutique in the Promenaden Fashion District, the city’s luxury retail destination.
Dior’s major new store on Nedre Slottsgate is nestled amongst other luxury brands such as Bottega Veneta, Hermès and Gucci and helps further to strengthen the Promenaden Fashion District’s international luxury offerings.
Promenaden Management’s CEO, Annette Lund, affirmed: “We are extremely pleased to welcome Dior’s first store in Scandinavia, further endorsing Oslo’s strength as a prime retail destination and the resilience of the Norwegian market. This new boutique opening has spurred a new era in luxury retail in Oslo, expanding the top segment in the Nordics and marking a shift away from Copenhagen and Stockholm towards Oslo as Scandinavia’s fashion capital.”
Luxury is a fast-growing sector in Norway, and this is due to the country boasting significant consumer purchasing power per capita, one of the highest in Europe. The Scandinavian country has seen a positive bounce back after the height of the pandemic. It has revitalised its cultural and gastronomic offerings, making it one of the best places in the world to live and work and a very popular travel destination.
Dior’s new boutique will showcase its women’s and men’s collections across two floors. On display will be virtuoso craftsmanship and textile innovation, including pieces created by Maria Grazia Chiuri for autumn- winter 2022-2023, the iconic Bar jacket in a futuristic version, along with 62-22 pumps, which take inspiration from the historic model designed for Dior by Roger Vivier.
The emblematic symbols cherished by the founding couturier – the star, the rose, the cannage, the leopard and the lily of the valley motifs – are featured with a modern edge on the bold creations envisioned by Kim Jones for Winter 2022, linking past and present. These have been enhanced by the elegant use of expertly selected materials and perspectives. The boutique’s interior space, with its soft tones and contemporary architecture, makes it the ideal place to showcase the renowned Maison’s range of designs and accessories.
Promenaden Management’s Executive Chairman, Mark Gamble, said, “Our long-term strategy has been to assemble the world’s leading luxury brands to create a unique district. We continue to see opportunities for growth and development in the sector as luxury was only introduced to the Norwegian market in 2006. Our welcoming of Dior to the Promenaden Fashion District is a timely reminder that city centre retail has a bright future ahead in Oslo.”
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