After an extensive renovation lasting for more than two years, the highly revered fashion powerhouse has reopened its Paris flagship at 30 Avenue Montaigne on 6 March. This unequivocal move sets to truly create a Dior-esque universe, where the Maison’s spirit and history can be perpetuated and reach more people.
For 75 years, the legendary hôtel particulier has seen the Maison’s collections come to life — becoming the true mark of Parisian elegance and French haute couture. Spanning over more than 10,000 square meters, the flagship has transformed into a spectacle and “refuge of the marvellous,” in the words of Monsieur Christian Dior on the fashion brand’s website.
The mastermind behind the construction project was architect Peter Marino, who used more than 100 materials from cerused oaks and white stucco textures to custom-embroidered silks. Marino also enlivened the spaces with original art pieces, such as a suspended installation by Paul Cocksedge in the entrance rotunda of the store and a 26-feet rose sculpture by Isa Genzken in the heart of the boutique.
The Experience
Referred to as “the iconic realm of dreams”, the long-awaited reinvention now houses a gallery space, three curated gardens, the Monsieur Dior restaurant and pastry café, as well as a high-end jewellery area where patrons can design their own pieces.
The extravagant building strives to revolutionise the flagship store experience, especially with the in-store hotel apartment La Suite Dior. An overnight stay in the historic building is available for guests, which allows exclusive access to the entirety of 30 Montaigne with bespoke experiences. Tours of the Haute Joaillerie ateliers, private overnight shopping events in the boutique, and relaxed cocktail parties in the Salon Historique can be arranged upon request.
According to Olivier Bialobos, One Dior chief communications and image officer and director of Dior Maison, on Vogue Business, “each room tells a story”. The building’s ability to make people dream “brings desirability to the house”.
Moreover, to celebrate the opening, the flagship is hosting exclusive products that include box sets dedicated to the Lady Dior, Dior Caro, 30 Montaigne and Saddle handbags. Each box has four miniature, embroidered bags.
The Gallery
The La Galerie de Dior is the largest permanent exhibition space dedicated to fashion and under the care of a private house. It is headed by Olivier Flaviano, former director of Yves Saint Laurent Museum. The gallery’s set design is by interior designer Nathalie Crinière who conceptualised Dior’s 70th-anniversary retrospective at the Musée des Arts Décoratifs in 2017.
Stretching more than 21,500 square feet and split into thirteen thematic spaces, the gallery features a scenographic narrative and showcases looks, original sketches and archival documents. There are also accessories and exceptional pieces, which will be exhibited for the first time.
As per WWD, visitors will exit the gallery via a spiral staircase with an impressive decor made up of 1,874 colour-coded objects, consisting of 452 miniature dresses and 1,422 3D printed items like models of the Saddle and Lady Dior handbags.
The Le Montaigne
Beyond Dior’s monumental flagship opening is an exquisite new addition to its high jewellery collection — an 88.88-carat yellow diamond.
Discovered in 2020 at Kimberley Mine in South Africa, Le Montaigne was previously a 150-carat rough diamond with bright colour and unmatched clarity. The fashion house acquired the stone with an obligatory condition that it be cut into a single 88.88-carat diamond due to Christian Dior’s belief in lucky charms.
As per L’Officiel, the number eight represents the house’s founding on 8 October 1946 with eight floors and eight workshops in the Maison. The building was also located in the 8th Arrondissement of Paris. Additionally, the weight is also symbolic of Dior’s En Huit line. Huit means “eight” in French — which is part of the eponymous founder’s first haute couture collection and the Maison’s iconic “New Look” silhouettes.
After nine months of study and cutting, the final diamond unveiled is a mesmerising diamond of intense yellow hue, with VVS2 clarity. Its name echoes the address of the original atelier and current flagship on Avenue Montaigne. In celebration of its reveal, the Le Montaigne diamond will be displayed at the 30 Montaigne boutique where Dior Joaillerie’s artistic director Victoire de Castellane will craft a custom floral ring setting.
Have a peek at the historical building below and discover the interiors of 30 Montaigne at Dior’s virtual tour on its website.
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