Dior deploys the Technogym pop-up concept – WWD


Dior is doing its part to help people get fit this New Year.

The French luxury brand is rolling out a series of pop-up boutiques to present Dior Vibe, the line designed by Maria Grazia Chiuri that was unveiled in Greece during the house’s 2022 cruise fashion extravaganza at the Panathenaic Stadium in June. .

The Marble Stadium, which has hosted sporting events for centuries, was a fitting place to showcase the female athleisure collection whose aesthetic blends the worlds of sport and dance.

As noted, Dior has partnered with Technogym, an Italian high-end sports and digital equipment company, on limited-edition co-branded pieces – a connected treadmill, a multi-functional workout bench and a sports ball. exercise – which sell for between $ 1,300 and $ 12,000. This unprecedented collaboration for Technogym sees the fitness brand reinventing its equipment in white and including a Dior star and the name “Christian Dior”, underlined by five horizontal bands of contrasting colors, on the products.

Pop-ups feature a large LED wall display and wooden rings hanging from leather straps, and the treadmill and bench are displayed on white oak wood platforms with lighted kicks.

This is the first time that Technogym has partnered with a luxury brand.
© 2022 Francis Dzikowski / OTTO

The products will be available for sale in pop-up stores in Shanghai, Sanya, Beijing and Chengdu, China, as well as in Hong Kong, Seoul, Taipei, Bangkok and Tokyo from February 9 to 25. They’ll also be showcased this month at the company’s stores in Beverly Hills, New York, London, Paris, Milan, Tokyo and Seoul. The installations will remain in place until February.

Dior Vibe offers ready-to-wear, accessories, shoes and bags including leggings, bras and anoraks, transparent sneakers with gold or silver accents and rubberized sports bags. Alternative shoes include sock sneakers with sculpted heels and chunky boots with chunky rubber soles.


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