Dior flagship store opening, New Bond Street

The name Christian Dior is interchangeable with Parisian sophistication and grace. Designed by architect Peter Marino, the brand new Dior flagship boutique on New Bond Street encapsulates these qualities in a store that stretches over four floors and fuses Dior's personal style with British traditions.

Speaking to Vogue, Dior's chief executive Sidney Toledano pointed out that customers don't visit Dior boutiques 'just to buy a dress, or to buy a bag', but to enjoy the experience of 'luxury'.

Every corner of Dior's four floors seeks to do this. Hundreds of shades of elegant grey give the space a timeless grace. Silk carpets; neo-Louis XVI furniture (Versailles style); a winter garden filled with the heady scent of jasmine; turquoise light installations that illuminate the stately staircase and sparkle on the specially commissioned sculptures by Tony Cragg and Rado Kirov, a collaboration with artist Marc Quinn, all speak of luxury, style and design.

This is the largest Dior boutique in the UK, which means there is more space for all of Dior's exclusive lines, from womens' ready-to-wear to accessories, jewellery, timepieces and Baby Dior. Customers can enjoy three private VIP shopping areas, a dedicated shoe gallery and a variety of squashy silver sofas, all of which sing with wealth and success.

Perhaps most excitingly of all, Christian Dior's new flagship store unveils an exclusive Dior Homme collection with an exclusive Demi-Measure service (custom fitted suits) and a limited edition selection of Lady Dior bags: one of the most iconic handbags ever created by the French fashion house. Dior VIP customers will also be treated to the possibility of occupying one of three private salons.

Race you to New Bond Street.