HAINAN, CHINA. Parfums Christian Dior has partnered with China Duty Free Group (CDFG) to open the brand’s largest fragrance and beauty flagship boutique worldwide at the cdf Sanya International Duty Free Shopping Complex (cdf Mall) in Haitang Bay.
The expansive 520sq m duplex store introduces the House’s New Look retail identity (a signature Christian Dior silhouette that revolutionised post-war fashion in the late-1940s), offering travellers an elevated expression of Dior’s multi-axis portfolio, couture heritage and personalised beauty experiences.
Inspired by the Dior flagship boutique on 30 Avenue Montaigne, the store showcases the House’s refined design codes through warm and sensorial interior styles.
Textured walls, marble, lacquer and gilded metal echo Dior’s high-style spirit, while natural and sustainable materials reinforce the brand’s commitment to responsible luxury.
A flagship of global scale and strategic significance
The store was designed to deliver a holistic brand experience that bridges couture, fragrance, beauty and skincare. It is described as “an exceptional travel destination offering the ultimate sensory experience with refined luxury”.
The ground floor houses La Collection Privée Christian Dior alongside a curated assortment of fragrances, makeup and skincare.
A striking twisted staircase – referencing the one found at 30 Avenue Montaigne and Dior’s archival fashion shows – anchors the space, adorned with replicas of Dior’s fragrance vessels through the years.
The upper floor is dedicated to the luxury brand’s most exclusive offerings and high-touch services. This includes couture trunks, bespoke fragrance rituals and immersive skincare experiences that highlight Dior’s savoir-faire.
On the second floor, La Collection Privée Christian Dior is brought to life through an atelier-inspired fragrance experience created under the vision of Perfume Creation Director Francis Kurkdjian.
A dedicated scent organ and couture-inspired trunks celebrate the craftsmanship and storytelling at the heart of the House’s olfactory universe.
Another product highlight is The Amphoras: customisable, hand-decorated fragrance bottles crafted in French glassworks and finished with 22-karat gold details.
Exclusive to the cdf Mall boutique in Asia Pacific travel retail, clients may personalise each piece with cords, charms and engraved messages. In 1947, Christian Dior created the bottle for his first fragrance, Miss Dior, introducing the Amphora.
Dior La Suite offers a comprehensive spa experience complete with skincare services and exclusive facial treatments that leverage Dior’s proprietary techniques. Dior Prestige and Dior Capture are showcased alongside potent skincare ingredients.
The ultra-luxurious Rouge Premier lipstick line is also housed on the second floor. The luxury offering includes a lip care formula and is housed in a ceramic case featuring the toile de Jouy print. It is available in a palette of rich shades.
The power of Dior’s multi-axis portfolio
The fragrance area highlights Dior pillars, such as Miss Dior, J’adore and Sauvage, including the latest Miss Dior Essence alongside bath and body products. Dedicated shelving creates a sensory fragrance ‘wardrobe’ that invites clients to explore the brand’s fragrance offer.
La Collection Privée Christian Dior has been recently reintroduced with enhanced design details. Bottles now feature heavier textured labels, engraved CD signatures and refined shades.
Motifs, such as Toile de Jouy, Dior Cannage and Oblique, adorn new mix-and-match Couture Lids, further elevating the design. To enhance its gifting appeal, the range can now be gifted in trunks crafted by Dior ateliers, further reinforcing the interplay between couture and fragrance.
The cosmetics area features interactive makeup tables, seasonal look boards and screens displaying backstage footage.
The colour expertise of Dior Makeup Creative and Image Director Peter Philips is on full display in this area, where customers can experiment with hero lines such as Rouge Dior, Dior Forever and Dior Backstage, supported by personalised consultations.
Skincare takes centre stage in a spa-inspired environment, where Dior Science is presented through its most advanced skincare innovations. The skincare area is centred on Dior Prestige to Dior Capture, highlighting Dior’s scientific and formulation expertise.
The skincare experience culminates at the Dior La Suite on the second floor.
A strategic partnership milestone
On 27 November, Dior and China Duty Free Group leadership teams officially marked the flagship’s opening, underscoring the shared ambition to elevate luxury beauty experiences in China travel retail.
With this new global flagship, Dior reinforces its commitment to China travel retail as a pivotal platform for brand building, premium experience delivery and long-term growth.
China Duty Free Group Assistant General Manager Michelle Sun commented: “We are delighted to host the largest Dior Beauty flagship worldwide at our Haitang Bay cdf Mall. This new boutique represents a milestone in our partnership with Dior, reinforcing our commitment to offering our customers unparalleled luxury experiences.
“We believe this collaboration further elevates the prestige of Hainan as a leading travel retail destination, and we look forward to a continued successful partnership with Dior, bringing the future of beauty to our clientele.”
Dior Beauty APAC and LVMH Beauty Coordination APAC Travel Retail Managing Director Catherine Sauvage added, “We are extremely proud to unveil a duplex flagship in Hainan offering the most complete and exclusive customer experience, a first in the history of travel retail and our biggest Dior beauty store in the world.
“This new boutique embodies the spirit of the House, reflecting Dior’s heritage of timeless elegance, luxury and innovation. We will continue to enhance our presence to Chinese consumers and elevate the beauty experience as a whole.” 🏝️
