Dior newly revealed Parisian flagship at legendary 30, Avenue Montaigne
On Sunday 6th of March, Dior re-opened the brand’s key flagship right in the center of France’s luxurious Avenue Montaigne, following renovations that lasted 30 months.
On Sunday 6th of March, Dior re-opened the brand’s key flagship right in the center of France’s
luxurious Avenue Montaigne, following renovations that lasted 30 months.
The newly-opened boutique perfectly embodies Dior’s spirit and creates a unique space that
doubles as the brand’s universe; the location includes a haute couture salon, Dior patisserie,
two gardens and a Dior restaurant which features recipes by the one and only Monsieur Dior. In
addition, the interior exhibits different shades of white concocted together by architect Peter
Marino for the classic and timeless Dior look.
That’s not all, the voluminous boutique also includes 13 rooms where fashion enthusiasts can
walk around and learn more about the history of Dior, including everything from Monsieur Dior’s
birth to his family’s bankruptcy.
To delve into more details about the new location, Fashion Network had an exclusive talk with
Pietro Beccari, Chairman and CEO of Christian Dior Couture, who took the team on a tour around
Dior’s universe with VIP clients already touring the premises. To Beccari, the opening of the
boutique is to be considered a rebirth for the brand, which now has yet another space to exhibit
its luxurious creations. To add to that, he discussed the difficulty of the project, which required
sleepless nights to figure out ways to squeeze in many different elements such as fashion and
jewelry ateliers with digital innovations.
When asked about the expected annual turnover of the store, Beccari replied with: “Well, the
great super stores by the likes of Chanel and Hermès are over 100 million euros annually. So,
that’s our range.” Most importantly, he also made sure to mention that storytelling is a crucial
aspect of this new space, from which people should depart having experienced and witness
what true Dior fashion is all about.
- date publishedMay 3, 2022
- original sourceFashion Network