Dior has opened a new men’s pop-up in the SoHo neighborhood of New York City.
Located at 109 Greene Street, the pop-up features the new men’s ski capsule by artistic director Kim Jones, as part of a series of exclusive pop-up boutiques and pop-ins from Osaka to SoHo.
Upon entering the space, clients will be immersed by the floor to ceiling installation of LED mesh screens projecting illuminating patterns. This technology accentuates the colors of the collection, green, purple, and yellow, which were inspired by the hypnotic effects of the Northern Lights.
An assortment of the collection will be displayed on brushed metal shelving and transparent rails with chrome detailing that creates a festive atmosphere meant to evoke scintillating snow.
The skiwear range features pants, jackets, and gloves all the way to beautifully-crafted skis, snowboards, helmets, and goggles.
The pop-up is now open through January 3, 2021.