Parisian luxury house Dior has announced the opening of a new pop-up boutique dedicated to the brand’s personalization service, in the heart of Manhattan’s SoHo district. Located at 109 Greene Street, the pop-up invites customers to try the brand’s ABCDior service, where they can have their name or initials embroidered onto select products. Customers have the option to personalize bags such as their iconic Lady Dior bag, with ABCDior letters and symbols.
The pop-up, which was most recently home to the Dior Chez Moi women’s and home collection, was designed to bring out the inner creative in each person with custom building blocks with letters located on the wall, side by side Dior’s luxury accessories.
Late last year, Dior set up a different pop-up in SoHo, this time dedicated to men's artistic director Kim Jones' premiere men's ski capsule.
This location is one in a series of exclusive ABCDior global pop-up boutiques and pop-ins. It was previously in Singapore and Hong Kong and will also be used in Beijing Wangfu Central, Kunming and Xian SKP. The ABCDior Soho Pop Up will be open through May 21, 2021.