Dior focuses on wellness with the opening of a luxury spa in its New York store.

Dior has reopened one of its flagship stores in New York City (USA). But that's not all. The opening of this space comes with the addition of a permanent spa.

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The new boutique is located at the corner of East 57th Street and Madison Avenue. It has four floors, showcasing women's clothing, men's clothing, fine jewelry, and other items from the brand.

The reopening comes amid an ongoing crisis in the luxury sector, as brands have sought to reinvent themselves to target new consumers. As a result, icons such as Chanel, Louis Vuitton, and Dolce & Gabbana have reopened stores or signed new leases.

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What is the new spa like?

Dior's spa offers exclusive experiences such as a customizable facial, combining facial techniques such as LED lights, microcurrent, cryotherapy, and oxygen infusion, based on an assessment of the client's skin's hydration, elasticity, collagen, and pH levels.

The facility also features a "light suite," where clients can choose from four phototherapy skin treatments. The last one is designed to stimulate serotonin and dopamine.

The wellness offering also includes infrared and revitalizing mattresses , weighted blankets and cryosleep masks, as well as a personalized fragrance.

This isn't the first spa Dior has operated. In total, the brand has nine such establishments. The brand has also invested in various immersive wellness experiences and retreats.

This expansion also aligns with its goal of communicating to its customers the many ways to "experience" the company, beyond selling clothing.

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