“It had to be 30 Avenue Montaigne. I was going to settle here and nowhere else!”, Christian Dior is known to have asserted. Such was the charm of 30 Avenue Montaigne, where he inaugurated the House of Dior in 1946. Steeped in the history and heritage of Dior, the iconic address is synonymous with French haute couture and excellence, where history, creativity, and savoir-faire collide. It is where Monsieur Dior opened his first boutique, Colifichets, and where the revolutionary New Look and the Miss Dior fragrance were consecrated. Over 75 years, it has become the symbol of Parisian elegance—a realm of dreams where icons and collections have emerged to life.
With renovation spanning over two years, the reinvented neoclassical building opens its doors to visitors once again in 2022. Completely transformed, this “refuge of the marvellous,” as Monsieur Dior called it, celebrates the art of living, gastronomy, beauty and culture through an immersive experience. Combining excellence, artistic dialogues, and architectural virtuosity, we walk through the different universes of Dior at the renewed masterpiece that is 30 Avenue Montagne.
Housed within this is Dior’s largest boutique worldwide where each aspect pays tribute to its style and creativity. Honouring the history of the House, architect Peter Marino presents a striking contrast between heritage and modernity, punctuating the three floors with artworks and installations by artists Paul Cocksedge, Jennifer Steinkamp and Isa Genzken, among others.
The boutique offers an unprecedented experience through exclusive items, including box sets dedicated to the Lady Dior, Dior Caro, 30 Montaigne and Saddle handbags. Each comprises four miniature bags embroidered with sketches. In collaboration with artist Penny Slinger, a limited edition bag that replicates 30 Montaigne is imagined for the Parisian address. In addition, alcove dedicated to well-being finds a place, offering signature Dior Prestige and L’Or de Vie treatments from personalised make-up to micro-peeling.
Perpetuating exceptional savoir-faire, Dior ateliers have always been located at 30 Avenue Montaigne. It’s where the haute couture collections have been created for 75 years. They’ve regained their original place where highly-skilled artisans, couturiers, and embroiderers work their nimble fingers in utmost secrecy. For the first time, visitors can see the haute joailleriean ateliers, where precious stones transform into fine jewellery. The Salons haute couture, where Dior collections have premiered, right up to the F/W 19-20 couture line, can be glimpsed from the boutique through a large bay window, guarding the secrets of haute couture.
LA GALERIE DIOR
An expansive exhibition space that houses iconic Dior pieces designed under the helm of Christian Dior and his successors. Showcased within are original sketches, archival documents, and the House’s multiple sources of inspiration, from gardens to artistic collaborations. From Monsieur Dior’s first office to the iconic Cabine, where models breathe life into couture, each space evokes a facet of the priceless heritage that has been preciously preserved.
LE RESTAURANT MONSIEUR DIOR & LA PÂTISSERIE DIOR
Christian Dior was a self-proclaimed gourmand and as an homage to his passion, 30 Montaigne unveils two spaces dedicated to aesthetes and gourmets. The restaurant, Monsieur Dior, is driven by chef Jean Imbert’s creativity and embodies the French art of living. The menu draws inspiration from the heritage of the House, while the wine list honours regional terroirs and momentous dates in the Dior odyssey. La Pâtisserie Dior, overlooking the blooming rose garden, offers French cakes that play on Dior symbols, promising culinary excellence in an unparalleled setting.
Within 30 Montaigne are three lush sanctuaries, designed by landscape architect Peter Wirtz and architect Peter Marino. With majestic tropical trees on the ground floor, a winter garden beneath a glass roof on the second, and a lush garden with apple trees and roses (Christian Dior’s favourite flowers) on the third, it is a celebration of Monsieur Dior’s passion for nature.
LA SUITE DIOR
The private luxury suite is your access to 30 Montaigne for the night. It is accompanied by tailored experiences, including an exclusive tour of the haute joaillerie ateliers and private overnight shopping at the boutique. Experience the quintessence of the French splendour at the legendary hôtel particulier.
Find ELLE’s latest issue on stands or download your digital copy here.