The pop-up store is located on the corner of Melrose Avenue and North La Jolla Avenue in a sizable industrial building in the West Hollywood neighborhood. As a nod to one of the main themes of the capsule collection selected by Kim Jones and Eli Russell Linnetz, it has a glitter-covered facade and a logo that combines the names of both brands.
The house of Dior opened its doors to customers at 11 a.m. with a glass of champagne and invited them to immerse themselves in the sea-blue world of Dior. This color was chosen for the first show and is represented here by a glittery carpet from which the bodies of pink and blue cars — replicas of famous models from the 1950s — emerge in the four corners.
The collection’s signature pieces are displayed on the racks and the blue mannequins, including the pastel blue down jacket with its Cannage motif, the sweater with rabbit ears—this year’s star animal in the Chinese zodiac—another hooded sweater with a relaxed fit, made of grey cotton fleece with a wave motif made of grey metallic threads, and the turtleneck sweater in mauve with large letters reading “California Couture.”
The accessory collections, weekend bags, and skater sneakers are displayed on the back deck of the cars, while the very clever saddle bag—one of Ian Waller’s creations in calf leather—is displayed in the windows. It is embellished with the embroidered Dior by ERL signature on the front, a chain belt, and a pendant bearing the name Christian Dior.
The Dior x ELR pop-up creates a drive-in setting by assembling some very magnificent vintage automobiles, such an Oldsmobile Ninety-Eight model, a Ford Thunderbird in a sublime pastel blue, or the Chevrolet Bel-Air; stars of the 1950s, all confronting a massive screen.
The Dior restaurant will be open for a month among the automobiles. Customers may come and schedule their slot and enjoy lunch here for free. There are five or six tables with a chrome and diner ambience. The menu consists of a number of small plates to split, including tiny doughnuts, a California citrus salad, tomatoes caviar, lobster and white asparagus, and more.