The opening of a new flagship location is a momentous occasion well worth toasting for any brand. When you see the scale of the behemoth that Dior just opened the doors to in Paris, however, you’ll agree that simply popping a bottle of bubbly and clinking classes falls somewhat short of the fanfare its opening deserves.
Occupying a vast block at the heart of Le Triangle d’Or, one of Paris’ ritziest neighbourhoods, 30 Avenue Montaigne is the sparkly new home of the iconically French maison. Well, ‘new’ isn’t quite accurate – as any fashion trivia head knows, this very hôtel particulier has been Dior’s spiritual and physical home since the house’s founding in 1946. Home to some of the most storied haute couture salons and ateliers, it’s here that some of the house’s most immortal moments have been staged – including the reveal of the wasp-waisted New Look in 1947.
Fast forward 75 years, and the space has been given a new lease of life following a two-year-long renovation. On entering the palatial space, you’ll walk into the 2,000 square metre boutique designed by starchitect Peter Marino. Designed as a “kind of theatre or set design in which many different plays could unfold,” reads a press release from the house, it comprises an enfilade of open spaces decorated with artworks by Isa Genzken, Azuma Makoto and Brigitte Niedermair, and filled to the brim with Dior delights – from Book Totes to toile de jouy homeware, Miss Dior fragrances to fabulous footwear, and so much more.
30 Avenue Montaigne is, however, far more than your garden variety flagship store. In fact, it’s the best thought of a fully-fledged Dior emporium (a Diorium?) – an impeccably chic theme park offering a 360-degree immersion into the house’s universe. Under the same roof, you’ll also find the maison’s haute couture and haute joaillerie ateliers – the laboratories of craft and creativity where Dior’s most fantastical confections are dreamt up – its legendary salons, and even a whole gallery.
Yes, you read that right – a gallery! In the unique exhibition space dedicated to showcasing the culture-shaping legacy of Christian Dior and his six successors – Yves Saint Laurent, Marc Bohan, Gianfranco Ferré, John Galliano, Raf Simons and Maria Grazia Chiuri – you have the chance to explore the proud history of the house across a scenographic narrative designed by Nathalie Crinière, comprising 13 themes and 1874 objects.
Once you’ve managed to make your way around all of that, you’ll be glad to discover an oasis of green by way of the space’s ground floor garden, and even somewhere to stop for a well-earned bite. Two places, in fact, with the space housing both Le Restaurant Monsieur Dior and La Pâtisserie Dior, both headed up by celebrated French chef Jean Imbert. To anyone looking for paradise on earth: welcome to 30 Avenue Montaigne!