On the world’s most beautiful avenue, the new Dior boutique stands like a majestic showcase, a surprising evocation of the founding couturier’s historic hôtel particulier, the beating heart of the House, after having closed its doors during its metamorphosis. In this kingdom of dreams, a marriage of audacity, excellence, innovative experiences and architectural virtuosity, an unprecedented scenography illuminates, over three floors, the House’s latest collections and various universes.
Sublime. Disruptive. An immense, entirely handmade drape, a reflection of Dior’s excellence in savoir-faire, reprises the facade of 30 Avenue Montaigne as if by magic, at the heart of the Champs- Elysées. A stylistic feat, this captivating twin storefront pays tribute to the House’s iconic address by opening a new chapter in its history. Behind the glass door, a staircase unfurls like a sinuous ribbon, an ode to the curves so loved by the founding couturier. Pristine white toiles, usually guarded in the secrecy of 30 Avenue Montaigne, compose a poetic fresco.
A testament to the savoir-faire of the petites mains in the Dior ateliers, they also reflect the House’s constant reinvention of creativity. Like an echo of Christian Dior’s first boutique, “ Colifichets ” – which the decorator Victor Grandpierre covered in toile de Jouy under the direction of the artist Christian Bérard – the walls are dressed in the same print, a classic 18th century cloth. This signature code, reinterpreted in turn by each of Monsieur Dior’s successors, further highlights the simultaneously timeless and contemporary atmosphere of the store.
Cannage, another House emblem – evoking the Napoleon III-style canework chairs on which Christian Dior liked to seat guests at his shows -flourishes in delicate punctuations, including in an oversized version on Versailles parquet flooring reworked in polished concrete. Ultimately, the pure-lined motif rises to a spectacular luminous dome, a celestial horizon of monumental proportions. Following the seasons, the space will be animated with new launches and pop-ups, including exclusive editions and other surprises. The Autumn-Winter 2019-2020 collection by Maria Grazia Chiuri opens the ball in a hypnotic setting with chromatic effects.
Each visit to this new Dior boutique — with its exclusive experiences, new technologies and immersive decors — is like a journey to the heart of the House’s modernity and heritage. Women’s and men’s ready-to-wear and accessories, as well as jewelry, perfumes and Dior Maison designs celebrating the elegance of entertaining, are just waiting to be discovered, like so many enchanting destinations. The House’s footwear is also showcased in a dedicated space on the ground floor, a veritable Shoe Paradise. Symbols of Christian Dior’s passion — the couturier was a gallerist and an art collector before founding his fashion house – works (including Lady Dior bags revisited like sculptures) dialogue with a soft color palette punctuated by flecks of gold. Furniture designed by Paolo Castelli, Osanna Visconti di Modrone, Philippe Malouin, Dimore Studio and Ramy Fischler keep company with original works from the Negropontes and Nilufar galleries.
A Cabinet of Curiosities displays a large selection of gifts, including fragrances, accessories and illustrated books; and, in an exclusive, this laboratory of dreams offers a broad range of new personalization services – notably in the form of embroideries, screen printing and hot or digital stamping. A selection of the personalization options can be done on the spot, in around an hour, thanks to the workshops present in store, rendering our creations and icons all the more unique, from the Dior Book Tote and Saddle bags and the B23 and Walk’N’Dior footwear to small leather goods items and a number of other accessories. Through their innovative approach, these experiences will propose a new concept of luxury, a reflection of the House’s exceptional services blending new technologies and unique savoir-faire.