Dior has unveiled its flagship store- House of Dior Beijing in China. Designed by Pritzker Prize laureate Christian de Portzamparc, the store is a strategic vote of confidence in China's stabilizing luxury market. It was unveiled in Sanlitun alongside a cluster of other major LVMH openings.
With its iconic, petal-shaped façade and imperial golden glass tiles, the five-storied structure is positioned to transform retail into a high-culture destination. The store's integrated elements, from the first looks by Jonathan Anderson, Creative Director and the first designer since Christian Dior to helm all three divisions: women's, men's, and couture to the Monsieur Dior restaurant run by Chef Anne-Sophie Pic, reflect a shift from transactional shopping to immersive, art-de-vivre experiences.
The Anderson effect and financial strategy
The debut of Anderson’s vision, which notably includes a modern reframing of house codes like the Lady Dior bag and Bar Jacket silhouettes, aims to inject newness and drive consumption among China's affluent Gen Z and Millennial shoppers who value cultural relevance. Following a challenging 2024 for the broader LVMH Fashion & Leather Goods group in China, this substantial investment targets a market recovery. Analysts predict, China will account for 40-45 per cent of global luxury sales by 2025. By placing its full universe - from haute couture to La Collection Privée fragrances - in this single, monumental, 360-degree visible location, Dior is elevating its brand narrative to capture renewed, albeit more cautious, consumer spending. This strategy is critical to leveraging the improved trend seen in the Rest of Asia region in the latter half of 2025.
Founded in 1946 by Christian Dior, the French luxury house is the controlling shareholder of LVMH Moët Hennessy Louis Vuitton, the world's largest luxury group. Dior operates across multiple product categories, including Women's Ready-to-Wear (RTW), Couture, Leather Goods, Accessories (including the iconic Lady Dior and Saddle bags), Fine Jewelry, Timepieces, and Fragrances/Beauty (La Collection Privée). The brand is globally present, with its largest markets including Europe, the US, and Asia, where Greater China is a primary growth engine.
