Frequently described as the most beautiful avenue in the world, the historic Champs-Elysées now has a glittering new jewel in its midst — the House of Dior recently opened its newest boutique on this charming Parisian street. A lively centre of all that is fashionable and glamorous, this prestigious location presents the perfect setting for the luxury brand.
The move comes as the luxury fashion house temporarily shuts down its flagship store at 30 Avenue Montaigne for extensive renovation. Paying homage to its long-time address, however, Dior presents a remarkable reprisal of its former home’s façade in the shape of an immense, handmade drape that lifts up at the corner, much like a turning page — this trompe l’oeil image is quite appropriate if one considers this opening as the next chapter for the Maison.
Inside, the quietly elegant décor features walls dressed in classic 18th century print of the toile de Jouy fabric that has been seen reinterpreted in several Dior collections. The brand’s signature cannage design, reminiscent of the Napoleon III-styled canework chairs, also makes subtle appearances throughout the space, including in an over-sized version on the Versailles flooring reworked in polished concrete. All this sits below a luminous dome that awes with its impressive proportions.
Spread over three floors and covering an expansive area of 890sqm, the all-inclusive retail space showcases a wide selection of Dior’s latest collections for both men and women. Ready-to-wear and accessories, jewellery, perfumes, footwear, cosmetics and home décor are all displayed here in a modern, stylistic presentation.
And in celebration of its new store, Dior exhibits their latest Autumn-Winter 2019-2020 collection by Maria Grazia Chiuri, and also offers an advance preview of their Check‘n’Dior collection, the Dior Book Tote and Saddlebags in denim, and the much-coveted TravelDior luggage.
Spreading some extra cheer is the exclusive on-site personalisation service that allows for embroidery, screen-printing, and hot or digital stamping on a wide range of Dior products within one hour, thanks to the workshops present in the store. It is expected that with these innovative experiences, as well as new technologies and launches, this fashionable hub will set new standards in the luxury retail space.
As described by the internationally acclaimed brand, each visit to this boutique is “like a journey to the heart of the House’s modernity and heritage”.