Dior reopens its iconic flagship store
After two years of work, Dior has reopened its iconic flagship store at 30 avenue Montaigne. Originally built in 1868 for the widower of Napoleon’s son, the townhouse is an integral part of the house’s founding legend. “I would settle down and nowhere else!” Christian Dior once exclaimed. Indeed, Dior claimed the space for his budding couture house in 1946, turning it into a 5-story atelier over the next seven years. 30 Avenue Montaigne was the site of Christian Dior‘s first creation as a couturier, the backdrop for his first collection, and has maintained its status as the brand’s spiritual home for over 70 years.
The renovation, which balances the building’s beautiful neoclassical architectural heritage with a clean, bright design, was overseen by architect Peter Marino, whose credits also include flagship stores for Bulgari and Louis Vuitton. Home to men’s and women’s boutiques, a haute couture salon, haute couture workshop and high jewelry workshop, the modern simplicity of the interiors provide an elegant backdrop to all of Dior’s offerings. 30 Avenue Montaigne also houses a café and restaurant, as well as a gallery, a nod to Christian Dior’s pre-conception days as a gallerist and early supporter of artists like Alexander Calder, Alberto Giacometti and Salvador Dali. The gallery serves as a golden thread connecting the past to the present, honoring Dior and its six successors, from Yves Saint Laurent to Maria Grazia Chiuri. This addition gets to the heart of what makes this renovation special: rooted in respect for the home’s history is a visionary optimism and an invitation to dream.