The iconic Dior store in Paris has undergone a massive transformation.
It’s the original headquarters of this fashion brand. But now in 2022 – it’s much more than just a boutique. It promises a whole new retail concept for shoppers.
We take you on a tour of the new-look flagship, one of the hottest addresses in the city.
30 Avenue Montaigne
You’ll find the store at 30 Avenue Montaigne, in the heart of the Golden Triangle in the 8th arrondissement (district).
Close by is the Champs-Élysées, along with many other fashion hotspots of the district such as Louis Vuitton, Prada, and Chanel.
This huge property is the very first Dior boutique in the world. But the doors have remained closed for the past two years.
Not just because of the Covid-19 pandemic. Behind the scenes, a dramatic renovation has taken place.
A symbol of our capital’s elegance and French haute couture, the Dior store in Paris now offers visitors a brand-new boutique, a gallery, restaurant, workshops, and even the chance to stay behind the famous doors in a private apartment.
The story of Dior
30 Avenue Montaigne has been the headquarters of Dior since the brand was born in the 1940s.
The story goes that Christian Dior fell in love the moment he saw this corner townhouse. Built in 1865 by Napoleon’s son, it’s a striking and elegant neoclassical hôtel particulier (private mansion).
“It had to be 30 Avenue Montaigne. I was going to settle here and nowhere else!” Dior said at the time.
The building transformed into an atelier spread over five stories, becoming the birthplace of the brand and all its chic creations.
The first Dior collection launched in Spring-Summer 1947, and was an instant hit.
In the first few years after World War II, women’s fashion entered a renaissance, and Dior’s styles were at the forefront. Gone were the old wartime fashions, and in were silhouettes with nipped-in waists and full mid-calf length skirts.
Dubbed ‘the new look’ by Harper’s Bazaar editor in chief Carmel Snow, it revived Paris’ fortunes as the fashion capital of the world, with Dior at the center.
The brand has gone from strength to strength over the years, led by many head designers, all household names. These include Yves Saint Laurent, Gianfranco Ferré and John Galliano. The current head designer, Maria Grazia Chiuri, is the first woman in the brand’s history to create the collection.
A new retail concept for 2022
So what makes the Dior store in Paris different from a standard boutique?
The new 10,000 m² flagship showcases the company’s full range of luxury items, from this season’s fashions, jewelry and leather goods, to beauty and fragrance. Its surroundings are elegant and beautifully stylish, combining touches of Dior’s 75-year history with the distinctly modern.
Shimmering in white, the huge space features a grand circular staircase, leading to the upper floors. Giant sculptural roses poke up through the center.
Historical elements such as Christian Dior's former office and the models’ room are now preserved and open to visitors. There are even three curated gardens onsite, to enjoy a little outside space.
The revitalization of the boutique is thanks to Dior’s newest CEO, Pietro Beccari, who joined the firm in 2018.
Luxury conglomerate LVMH is Dior's parent company, part of a huge portfolio which includes many other iconic fashion houses.
While the sales figures for their brands are never disclosed, estimates by bank HSBC suggest Christian Dior Couture generated €6.5 billion ($7.2 billion) in 2021, while Parfums Christian Dior brought in a further €3 billion ($3.3 billion).
La Galerie Dior
Next door to the revitalized flagship boutique is a unique gallery space known as La Galerie Dior. This charts the history of the brand from the very early days, up to the 21st century.
Visitors can go on a journey from the first Dior collection of 1947, through the decades with all of the house’s designers and their creations. Other artifacts include Christian Dior’s desk and dressing room.
There are 13 zones bringing to life the fashion, beauty and fragrances of Dior. Original sketches and unseen items from the House of Dior archives are all on display.
Vibrant, colorful and fascinating, it’s a spectacular space and an exciting new attraction for lovers of fashion.
Keys to the Dior store in Paris
For the first time in seven decades, you can get the keys to 30 Avenue Montaigne.
A private apartment has been developed during the latest refurbishment, making it possible to actually stay at this fabled address. Like the new boutique, architect-in-chief Peter Marino personally designed this luxury accommodation.
The guest suite covers 200m² and also offers VIP perks, such as the chance to keep the Dior boutique open through the night for private access after-hours.
And for lunch and dinner? You might like to join the shoppers and visitors dining in the new Monsieur Dior restaurant or Pâtisserie Dior. French chef Jean Imbert heads up both eateries.
Imbert is a social media star, and winner of the TV show Top Chef. It was something of a radical choice for Dior. One that proved to be right on target. Imbert was just awarded his first Michelin star for his work at the Plaza Athenée hotel restaurant.
Like everything about this new retail opening for 2022, it’s exciting and surprising.
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Photos: Dior 30 Montaigne, Kristen Pelou & Adrien Dirand