Dior Brings the French Riviera to Montauk for First U.S. Beauty and Couture Pop-Up

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Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior
Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior


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Dior is transporting Montauk visitors to the French Riviera this summer with its first-ever beauty and couture pop-up in America.

Debuted Friday morning, the collaboration came to life in the form of a curated boutique and spa experience inside the beach town's premiere resort, Gurney's Montauk.

Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior
Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior

The shop is divided into a blue room and an orange room, both featuring new designs from Maria Grazia Chiuri's Dioriviera capsule collection, including an orange-and-ivory striped summer knit top, the canvas Dior book tote in fluorescent blue toile de jouy, a fringed poncho, and a breezy bright pink shirt dress also in the iconic print. The motif is revisited throughout the collection, modernized and often inverted to create elegant contrasts.

Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior
Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior

Outside the boutique, in the resort's outer deck overlooking the ocean, Dior has created a Mediterranean oasis in which toile de jouy is the new neutral and the Dior Eden-Roc adds a woodsy essence to the sea breeze. The lounge area is adorned with Dior umbrellas and lounge chairs, as well as wild animal sculptures pulled straight out of the French fashion house's timeless motif.

Steps away is the Seawater Spa, which Dior has transformed into a navy-and-cream sanctuary, and where select facialists are available to give guests the full Dior skincare experience using Dior Beauty's most luxurious products, including those from La Collection Privée Christian Dior and Dior Prestige.

Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior
Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior

One facial may start with the cleansing l'eau démaquillante (Dior's micellar water) and foamy la mousse, before moving on to the sculpting la crème texture essentielle, which stimulates collagen production. Afterwards, the facialist may use Dior's rose sugar scrub, Dior Prestige masque, and la lotion. Once exfoliated, toned, and cleansed, the skin would be hydrated with le sérum, the rich L'Or de Vie eye cream, and the la crème riche, made with antioxidants sourced in the Château d’Yquem vineyard in Bordeaux, home to the world's most famous dessert wine.

Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior
Photo credit: Photos courtesy of Francis Dzikowski for Parfums Christian Dior

After a relaxing facial and exclusive shopping experience, Gurney's Montauk guests and visitors are encouraged to visit Dior's pop-up bar, which offers fresh bites and refreshing summer cocktails made with LVMH wines and spirits and inspired by the hues of the Dioriviera.

The pop-up is open through September 5.

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