The Vienna-based design studio LABVERT designed Dior new appearance

Opening of the new concept store on 15th November in London

As part of a multi-month design study, the Vienna-based design studio LABVERT, around designer Stephan Vary interpreted classic elements of the luxury label Dior. The results are now being implemented in Dior stores worldwide, including the opening of the new concept store on 15th November in London.

The company is launching a new generation of Dior stores that carry the design of LABVERT in their product presentation for cosmetics and perfumes. Opening of the first concept store takes place in London on 15 November at Covent Garden. In collaboration with the Austrian furniture company Wittmann, LABVERT created for this occassion a special makeup chair.

Classic Dior codes in new design A TRANSFORMATION OF THE CODES was the task for the design study. The foundation was the so-called "code": Special design elements that are found in many products and make Dior unique as a brand. The Vienna-based design studio of LABVERT interpreted these codes completely new in abstract geometric variations. This was the basis for the output of the re-design. A detailed interview with Stephan Vary to this design process can be found in the current issue of FRAME.

LABVERT developed abstract motifs, simple lines, surfaces to complex patterns that were initially free of function. Significant codes brand details and the designers of LABVERT put them into a radical reinterpretation. At the same time it was necessary to preserve the avant-garde tradition of Dior. The design studies form the basis for the design of the new Dior concept stores and shop-in-shops. The geometric designs of LABVERT can be implemented as a small component in detail, to large elements of a facade. The result is an unmistakable, but upgedatetes the profile design, the aesthetic of the label's DNA.

Stephen Vary, LABVERT "We are studying the codes of a brand in a completely new way. The results are forward-looking and unconventional - but at the same time connected directly to the DNA and the history of the brand," says Stephan Vary about the collaboration with Dior.

LABVERT is an architecture and design studio based in Vienna and was established in 2001. The studio works in the fields of architecture, product design as well as shop and interior design. In addition to the world's leading luxury goods manufacturers Dior and Armani, for whom LABVERT takes over the shop design, the studio also draws responsible for designs for Austrian companies such as Römerquelle and Palmers.