Image: The Dioriviera pop-up at the Cheval Blanc hotel in St. Barths Source: WWD

Dior Arrives in the Caribbean with a Pop-Up Store in St. Barths

With pandemic restrictions easing around the world, the summer has seen parts of the world open up again. For luxury houses like Dior, this means setting up shop in a host of exotic locations around the globe. One trend we are loving is the explosion of pop-up stores. From Saint-Tropez, Cannes and Capri to Mykonos, Ibiza and Montenegro, this luxury brand is making its way through some of the most glamorous destinations in Europe. Now, turning its attention to the sun-drenched shores of the Caribbean, Dior has made it to St. Barths.

Image: The Dioriviera pop-up at the Cheval Blanc hotel in St. Barths Source: WWD

Having seen a significant rise in popularity since its restrictions were lifted in June, Saint Barthélemy or as it’s more commonly referred to as St Barths is a popular destination for more affluent travellers. With glamorous super yacht-filled harbours, designer stores and high-end restaurants, Dior is right at home on this French-speaking island. Taking up residence in the exclusive Cheval Blanc St-Barth Isle de France, owned by luxury conglomerate LMVH, the pop-up store celebrates Dior’s latest Dioriviera beachwear and cruise collections.

Designed by Maria Grazia Chiuri, the Dioviera collection plays with the iconic toile de Jouy and Dior oblique house emblems with a new laid-back palette of neutral shades. Alongside the European pop-up store locations, St Barts gives customers and clients a chance to see the brand and its collection in a new light. Like a holiday romance, everything seems a little more charming on vacation and that’s exactly what the luxury brand is going for.

Image: The Dioriviera collection sets the stage under an outdoor pergola Souce: WWD
Image: The new Dioriviera accessories Source: WWD

Taking over the hotel’s La Cabane bar, restaurant and pool area, along with an Ocean Suites with a private terrace and pool, the store’s compelling setup is completely alluring. The classic ivory, blues and beiges of the collection fit seamlessly into an opulent set up of sun umbrellas and lounge chairs. Appealing to a newer style of customer and client who perhaps is drawn to more laid-back styles than the brand is known for, there’s no doubt the collection is in the right place to sell. And considering that many people haven’t had a good reason to buy vacation wear for a while, the combination of warm weather and beautiful clothing is guaranteed to close the deal.

While the Cheval Blanc store is mainly targeted towards clients and the odd guest having lunch on the beach, Dior is opening another temporary store in the St Barth’s capital of Gustavia. The Gustavia store is planning to cater for a higher amount of traffic with travellers spending time shopping and eating out in the city.

Image: Inside the Dior pop-up in St. Barths Source: WWD
Image: Inside the Dior pop-up in St. Barths Source: WWD

The St Barths store is expected to stay open until early March with Dior’s expansion into the hospitality sector of LVMH continuing with the new Dior Paris headquarters and combined restaurant offering.

Keep up to date with more fashion news and read about Tiffany and Co’s most expensive piece of jewellery to date, Bottega Veneta’s new creative director and the Rozalia X Billini Shoe Collection.

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