Dior is breaking new ground with the opening of its flagship makeup boutique focused on Millennials. The breathtaking boutique is housed in a spectacular building, the Oculus of the Westfield World Trade Center in lower Manhattan.
The 650-square-foot shop was designed to emit an ambiance of backstage in a fashion show. The feel and excitement are enhanced with a large floor-to-ceiling video screen, flashy photographs and six work stations where a staff of six makeup artists offered customers professional services like lash and brow styling, as well as facial makeup.
De Lesquen said, “This is very much getting back to our DNA — the idea that all Dior makeup is inspired and directly developed from backstage.”
About 85 percent of the space is dedicated to makeup, with a storewide assortment of over 600 total units in stock. There is also a perfume bar focusing mainly on Miss Dior, J’adore, Sauvage and Dior Homme, plus other scents.
Experts estimate that the cost of the gleaming boutique could be close to $1 million. Industry consultants estimate that the sales target for the new boutique could be as high as $2 million to $3 million in first year retail sales.
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