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Luxury Retail | May 29, 2024

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Dior x ERL's Los Angeles pop-up store

Dior x ERL’s Los Angeles pop-up store

The Dior Men resort collection is now an experience on Melrose Avenue

Eight days after the launch of the first Dior X ERL pop-up store at Dover Street Market London, the association between the French luxury brand and that of the Californian designer, Eli Russell Linnetz, was inaugurated in Los Angeles, at 8175 Melrose Avenue.

A few months ago, Dior, led by its artistic director Kim Jones, presented its collaboration with the ERL brand, created by designer Eli Russel Linnetz, for the spring-summer 2023 men’s collection. Inspired by the atmosphere of Venice Beach, the line is adorned with elements related to the sea and the beach, embroidery and quilted pieces, all in blue, pink, red or gray tones.

On the corner of Melrose Avenue and North La Jolla Avenue, a large industrial building in the West Hollywood district, the pop-up boasts a facade partially covered in glitter; a nod to one of the main threads of the capsule collection chosen by Kim Jones and Eli Russell Linnetz, adorned with a logo marrying the names of both brands.

The scenography is inspired by the west coast of the United States, between vintage cars designed by Dior and cinema equipment from the 1950s. While a giant screen broadcasts the Spring-Summer 2023 fashion show, a café welcomes customers and offers drinks and various bites. The café that is a hint of what’s to come when Dior completes construction on its new Rodeo Drive flagship.

Here, ’50s-style tables are set up around classic cars and a large screen plays the fashion show on a loop. Salads with locally grown produce, a cocktail incorporating colors from the collection, Champagne and mini-donuts are on the menu.

The pop-up is open through Feb. 12.

Dior has taken the California dream on the road with six pop-ups worldwide, in London, Japan, South Korea and China from January until the end of March.