First Images: Dior’s 30 Avenue Montaigne Gets a Lavish Makeover
Interior images by Kristen Pelou
As iconic fashion addresses go, Chanel’s 31 rue Cambon can certainly lay claim as particularly hallowed ground. But 30 Avenue Montaigne, home of Dior, is also the stuff of fashionable dreams. Indeed, the founder of the house, Christian Dior himself, enthused of it, “It had to be [there], I would set myself up nowhere else! My desire [was] to create a house in my name. A house where everything would be new, a refuge of the marvelous.”
And in honor of the man who veritably invented modern style, that house, the “Cradle of the New Look,” is once again new, after a breathtaking renovation that has carried on for the better part of two years. Now coming in at more than 10,000 square meters and spread over five floors, it is the handiwork of fashion’s most favored architect, the globetrotting Peter Marino, who also recently completed a new Miami flagship for Chanel.
30 Avenue Montaigne will naturally carry every current Dior collection (including Spring/Summer ’22 Ready to Wear), while a dedicated alcove will stock beauty, fragrance and well-being items. The house’s haute couture and haute joaillerie ateliers will both call it home.
But it is also a social and artistic space, with La Galerie Dior exhibiting archival treasures, including haute couture and fragrances, with a narrative scenography by Nathalie Crinière. In matters epicurean, the dazzlingly stylish Le Restaurant Monsieur Dior and La Pâtisserie Dior, both overseen by star chef Jean Imbert (who recently notably replaced Alain Ducasse at the Plaza Athénée) will surely be magnets for the international cognoscenti. And outside is Three Gardens, by landscape designer Peter Wirtz in, collaboration with Marino.
“More than a reopening,” observes Dior Chairman and CEO Pietro Beccari, “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.”