The Reborn Of Dior’s 30 Montaigne
Image: Kristen Pelou
The highly regarded fashion powerhouse reopened its Paris flagship at 30 Avenue Montaigne on March 6 after an extensive renovation that lasted more than two years. This unmistakable move aims to create a Dior-esque universe in which the Maison’s spirit and history can be preserved and shared with a wider audience. The legendary hôtel particulier has witnessed the Maison’s collections come to life for 75 years, becoming a true symbol of Parisian elegance and French haute couture. The flagship, which spans more than 10,000 square meters, has been transformed into a spectacle and “refuge of the marvellous,” as Monsieur Christian Dior put it on the fashion house’s website.
Architect Peter Marino oversaw the construction, which included over 100 materials ranging from cerused oaks and white stucco textures to custom-embroidered silks. Marino also added original art to the spaces, such as a suspended installation by Paul Cocksedge in the store’s entrance rotunda and a 26-foot rose sculpture by Isa Genzken in the boutique’s heart.
The long-awaited transformation, dubbed “the iconic realm of dreams,” now includes a gallery space, three curated gardens, the Monsieur Dior restaurant and pastry café, as well as a high-end jewelry area where customers can design their own pieces.
Image: Kristen Pelou
The opulent structure aims to transform the flagship store experience, particularly with the in-store hotel apartment La Suite Dior. Guests can stay in the historic building for an overnight stay, which gives them exclusive access to the entire 30 Montaigne with bespoke experiences. On request, tours of the Haute Joaillerie ateliers, private overnight shopping events in the boutique, and relaxed cocktail parties in the Salon Historique are available.
“Each room tells a story,” says Olivier Bialobos, One Dior’s chief communications and image officer and director of Dior Maison, in an interview with Vogue Business. The ability of the structure to make people dream “adds desirability to the house.” In addition, the flagship is hosting exclusive products, such as box sets dedicated to the Lady Dior, Dior Caro, 30 Montaigne, and Saddle handbags, to commemorate the opening. Each box contains four embroidered miniature bags.
The La Galerie de Dior is the world’s largest permanent fashion exhibition space, housed in a private residence. Olivier Flaviano, the former director of the Yves Saint Laurent Museum, is in charge. Interior designer Nathalie Crinière created the gallery’s set design, which was inspired by Dior’s 70th anniversary retrospective at the Musée des Arts Décoratifs in 2017. The gallery, which spans over 21,500 square feet and is divided into thirteen thematic spaces, includes a scenographic narrative as well as looks, original sketches, and archival documents.
There will also be accessories and one-of-a-kind pieces on display for the first time. Visitors will leave the gallery via a spiral staircase with an impressive decor consisting of 1,874 color-coded objects, including 452 miniature dresses and 1,422 3D printed items such as models of the Saddle and Lady Dior handbags, according to WWD.
The Le Montaigne
A stunning new addition to Dior’s high jewelry collection — an 88.88-carat yellow diamond — joins the brand’s monumental flagship opening. Le Montaigne was previously a 150-carat rough diamond with bright color and unmatched clarity that was discovered in 2020 at the Kimberley Mine in South Africa. Due to Christian Dior’s belief in lucky charms, the fashion house purchased the stone with the condition that it be cut into a single 88.88-carat diamond.
The number eight, according to L’Officiel, represents the Maison’s founding on October 8, 1946, with eight floors and eight workshops. The structure was also located in Paris’s 8th Arrondissement. Furthermore, the weight is a representation of Dior’s En Huit line. Huit, which is part of the eponymous founder’s first haute couture collection and the Maison’s iconic “New Look” silhouettes, means “eight” in French.
The final diamond revealed after nine months of research and cutting is a mesmerizing diamond with an intense yellow hue and VVS2 clarity. Its name is a play on the original atelier’s address, which is now the current flagship on Avenue Montaigne. The Le Montaigne diamond will be on display at the 30 Montaigne boutique, where Dior Joaillerie’s artistic director Victoire de Castellane will create a custom floral ring setting in honor of its debut.
Take a look at the historic building below, and visit Dior’s website for a virtual tour of the interiors of 30 Montaigne.