It is only fitting that one of France’s most distinguished couturiers opens it’s latest boutique on the most iconic shopping avenue in the world. Dior‘s new flagship store at Champs-Elysées is more than an intelligible relocation from 30 Avenue Montaigne; it is symbolic of a new chapter for the storied brand. ‘A marriage of audacity, excellence, innovative experiences and architectural virtuosity,’ the store is an embodiment of Dior’s excellence in savoir-faire.
Entirely handmade, the facade of the new boutique is a replica of the famous one that defined the brand’s beloved preceding address. On the other hand, the interior amalgamates the House’s rich heritage and contemporary panache, creating a distinctive scenography over three floors.
A sinuous staircase is framed by a breathtaking display of Pristine white toiles—a testament to Dior’s constant reinvention of creativity. Echoing Christian Dior’s first boutique, ‘Colifichets’—where decorator Victor Grandpierre, under the direction of esteemed artist Christian Bérard, covered the space in toile de Jouy– the walls are dressed in a print of the classic 18th century cloth. Another House emblem, Cannage (cane-work) punctuates the decor, culminating in an oversized version of the Napoleon III-style chairs (on which Monsieur Dior liked to seat guests at his shows) on Versailles parquet flooring, reworked in polished concrete.
Other symbols of the founder’s passion, (he was a gallerist and art collector) contribute to the store’s timeless, yet contemporary atmosphere. The eclectic mix constitutes Lady Dior bags revisited like sculptures, a soft colour palette punctuated by flecks of gold, furniture designed by Paolo Castelli, Osanna Visconti di Modrone, Philippe Malouin, Dimore Studio and Ramy Fischler, and original works from the Negropontes and Nilufar galleries.
‘Exclusive experiences, new technologies and immersive decors’ are the brand’s official mandate for the boutique, while they also state that the space will be ‘animated with new launches and pop-ups, including exclusive editions and other surprises’. Currently, the Autumn-Winter 2019-2020 collection by Maria Grazia Chiuri is on display in a hypnotic setting with chromatic effects.
Exclusive to this particular outlet are the personalisation services on offer. Embroideries, screen printing and hot or digital stamping can be done on the spot, rendering Dior merchandise even more unique. Some products on which this service is available include the Dior Book Tote and Saddle bags and the B23 and Walk’N’Dior footwear, as well as small leather items and a number of other accessories. The innovative approach truly defines the established couturiers all new concept of luxury.
