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From avenue Montaigne to Champs-Élysées

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.

A stunning design

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.

In a preview showing

For the opening of its new boutique on the Champs-Elysées, Dior presents an advance preview of the Check’N’Dior collection, the Dior Book Tote and Saddle bags now revisited in denim, and the TravelDior luggage in the House’s original, signature Dior Oblique canvas, as well as the embroidered Saddle, seen on the runway at the 2020 Cruise show in Marrakesh. Specially designed for this Paris address are two exclusive variations on DiorCamp and a silk scarf in tropical toile de Jouy.
This laboratory of dreams also offers, as another exclusive to the site, a unique personalization service for Dior icons and designs such as the Dior Book Tote and Saddle bags and the TravelDior line.