Big changes have been happening at Dior. With Jonathan Anderson newly appointed Creative Director and their brand-new flagship store opening in New York, the fashion house has been evolving for the better part of this year. Alongside the flagship, Dior will also open the first permanent Dior Spa in North America.

Images courtesy of Dior

Set on the top floor of the flagship boutique at 23 East 57th Street, the Dior Spa New York will be a combination of luxury and beauty, a slice of meditation above the bustling boutique below.

We’ve seen the spa do well, with locations in Paris and Dubai, and even treatments available on the Eastern and Oriental Express train. Designed by Peter Marino, a Dior favorite, the store combines the house’s French codes with Dior’s modern approach to beauty and wellness.

Images courtesy of Dior

Treatments include the New York-exclusive Haute Couture Facial, which is a 90-minute, fully customized treatment co-created by American esthetician and Dior ambassador Sarah Akram. The treatment will focus on hydration, pH, and collagen, with an analysis done by Dior’s detailed Measurement Analysis.

Images courtesy of Dior

In addition to facials, there will also be four light therapies focusing on sleep, developed with sleep specialist Dr. Duforez. The therapies help produce and stimulate dopamine and serotonin, a perfect addition to the city that never sleeps. There will also be cryo-sleep masks, anti-stress treatments, and infrared experiences.

This milestone for Dior just goes to prove that luxury goes beyond product. Touchpoints and experiences are vital to luxury; they help create brand identity and experience. And it just makes sense. Who wouldn’t want to go to a Dior spa?