[Fashion News]

On 6 March 2022, the house of Dior unveiled the culmination of a two-year transformation: the new 30 Montaigne. This legendary Parisian address, once a hôtel particulier that captivated Christian Dior himself in 1946, has undergone a metamorphosis. No longer just a boutique, 30 Montaigne is now a sprawling 10,000 square meter testament to the House of Dior’s heritage and vision.

“I am extremely pleased and proud to see this extraordinary dream, this outstanding project – which my team and I have carried with all our passion – finally come true. More than a reopening, 30 Montaigne is a total reinvention and a living symbol of our DNA: the birth of a realm like no other in the world, where dreams are given free reign and a new, unprecedented page in the history of Dior, fashion – and Paris – can be written.”

Pietro Beccari, Chairman and CEO of Christian Dior Couture

More than just a reopening, this is a renaissance. The birthplace of Parisian elegance and the revolutionary New Look has become a multifaceted destination. Visitors can delve into the various universes of Dior, from ready-to-wear and fragrances to leather goods, jewelry, art, and of course, haute couture. Each space is an invitation to rediscover the House’s legacy through the lens of beauty and surprise.

The architectural vision, orchestrated by Peter Marino, seamlessly blends neo-classical grandeur with contemporary lines. The boutique, La Suite Dior, haute couture salons, Le Restaurant Monsieur Dior, La Pâtisserie Dior, and even the gardens (co-designed with Peter Wirtz) all stand as testaments to Dior’s dedication to exquisite craftsmanship, art de vivre, and cultural appreciation. Each space is further enriched by the presence of unique artworks from various artists, a reflection of both Dior’s enduring inventiveness and Christian Dior’s personal passion for art.

This modern, multifaceted showcase – a harmonious balance of audacity, excellence and virtuosity, right down to the shop windows – will provide an exceptional home to:

A dazzling Boutique, redolent with Dior fundamentals – from toile de Jouy to cannage – and punctuated with artwork and other surprises, including several exclusive creations:

• An alcove entirely dedicated to beauty, fragrances and well-being.
• La Galerie Dior, a tribute to Christian Dior’s first vocation as a gallery owner. Magnified by a narrative scenography by Nathalie Crinière, it will unveil the House’s precious archives, from couture to fragrances.
• The haute couture ateliers**, and – for the first time at 30 Avenue Montaigne – the haute joaillerie ateliers, a reflection of Dior excellence.
• Le Restaurant Monsieur Dior and La Pâtisserie Dior, both infused with the creativity of French chef Jean Imbert.
• Three Gardens, created by landscape designer Peter Wirtz in collaboration with architect Peter Marino.
• La Suite Dior, a quintessential experience of the art of hospitality à la française, offering the keys to the entirety of 30 Montaigne for the most memorable of nights.

Throughout the experience, the spirit of Christian Dior, the visionary couturier and perfumer, is ever-present. From 1947 to 1957, he revolutionized the landscape of femininity and built a creative empire that continues to influence fashion today. The new 30 Montaigne honours this legacy. The meticulously restored Grand Escalier and the iconic Cabine stand as reminders of the House’s rich history. This is a place steeped in heritage yet looking forward, offering a timeless experience unlike any other. It’s a delightful surprise waiting to be discovered, a testament to the enduring spirit of the House of Dior.

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Images courtesy of Dior.