In the heart of Soho, next to Dior Women’s iconic flagship store, the modern meets elegant. When new fashion designer Kim Jones had to goal of revitalizing the brand making Dior the #1 fashion men’s store in the world, the men’s store design followed. Mr. Jones pulled references from women’s wear to create the men’s collection, and thus illustrating this relationship through the store design was crucial. By shifting the focus from product to experience and by adding built-in sensory advantages with the use of reflective materials, and art, and an emphasis on the footwear, the boutique became an innovative experience in the luxury market.