Dior Flagship Store Relocates to Champs-Elysées | SENATUS



Dior Flagship Store Relocates to Champs-Elysées

29 July 2019

By Natalie White

The mystical and legendary address of the Dior Maison at 30 Avenue Montaigne, 75008 Paris is undergoing renovations until 2020. In the meantime, its flagship store has now been transported to Champs-Elysées, the world's most famous shopping avenue.

An immense, entirely handmade drape, a showcase of Dior's excellence in savoir-faire, reprises the facade of 30 Avenue Montaigne as a captivating twin storefront.

Behind the glass door, a staircase unfurls like a sinuous ribbon, an ode to the curves so loved by the founding couturier. Pristine white toiles, usually guarded in the secrecy of 30 Avenue Montaigne, compose a poetic fresco. A testament to the savoir-faire of the petites mains in the Dior ateliers, they also reflect the House’s constant reinvention of creativity.

Like an echo of Christian Dior's first boutique, "Colifichets" – which the decorator Victor Grandpierre covered in toile de Jouy under the direction of the artist Christian Bérard – the walls are dressed in the same print, a classic 18th century cloth. This signature code, reinterpreted in turn by each of Monsieur Dior’s successors, further highlights the simultaneously timeless and contemporary atmosphere of the store.

Cannage, another House emblem - evoking the Napoleon III-style canework chairs on which Christian Dior liked to seat guests at his shows - flourishes in delicate punctuations, including in an oversized version on Versailles parquet flooring reworked in polished concrete. Ultimately, the pure-lined motif rises to a spectacular luminous dome, a celestial horizon of monumental proportions.

Following the seasons, the space will be animated with new launches and pop-ups, including exclusive editions and other surprises. The Autumn-Winter 2019-2020 collection by Maria Grazia Chiuri opens the ball in a hypnotic setting with chromatic effects.

Women's and men's ready-to-wear and accessories, as well as jewelry and perfumes are available at this boutique. So is footwear, showcased in a dedicated space on the ground floor.

Symbols of Christian Dior’s passion — the couturier was a gallerist and an art collector before founding his fashion house – works (including Lady Dior bags revisited like sculptures) dialogue with a soft color palette punctuated by flecks of gold. Furniture designed by Paolo Castelli, Osanna Visconti di Modrone, Philippe Malouin, Dimore Studio and Ramy Fischler keep company with original works from the Negropontes and Nilufar galleries.

A Cabinet of Curiosities displays a large selection of gifts, including fragrances, accessories and illustrated books; and, in an exclusive, this laboratory of dreams offers a broad range of new personalization services - notably in the form of embroideries, screen printing and hot or digital stamping.

A selection of the personalization options can be done on the spot, in around an hour, thanks to the workshops present in-store, available for customising the Dior Book Tote and Saddle bags and the B23 and Walk’N’Dior footwear to small leather goods items and a number of other accessories.

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