Metamorphosis of Christian Dior’s
From New Look to New Luxury The Metamorphosis of Christian Dior’s Avenue Montaigne Flagship
By : Jean Grogan
Christian Dior founded his flagship House on 30, Avenue Montaigne seventy-five years ago. It was the birthplace of his New Look which revolutionized women’s fashion. The majestic pierre-de-taille building reopened on March 6thwith a spectacular two-year makeover by American architect and designer, Peter Marino. A white flag marked Dior flies from its rooftops, perhaps in surrender to the notion of traditional French luxury, as the metamorphosis marks a complete breakaway.
“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,” says Pietro Beccari, Chairman and CEO of Christian Dior Couture.
30 Montaigne presents 360° of Dior, from fashion for women, men, children and babies, leather goods, shoes, jewellery, watches, beauty, fragrance, and homeware, to a Dior Museum and a hotel suite, where guests can stay overnight with access to exclusive services. Peter Marino fuses Dior heritage with contemporary design to celebrate French excellence in haute couture, art de vivre, culture, art, gastronomy, and literature (a small bookshop forms part of the new structuring).
With a palette of white, ivory, glass and pale gold, Marino transformed the 10,000 m2 interior space into airy, dreamlike backdrop to showcase the creation of Maria Grazia Chiuri’s womenswear and Kim Jones’ menswear.
Paul Cocksedge’s free-flowing Bourrasque sculpture of suspended pages frozen in a breeze, illuminates the entrance. The central spiral staircase features white toiles of iconic designs lit from inside to highlight the couture detailing, against a Dior grey wall.
References to Christian Dior’s signature motifs include Toile de Jouy, cannage and houndstooth. Dior’s love of flowers is acknowledged with fresh bouquets dotted throughout the space, and by three indoor gardens created by landscape designer Peter Wirt.
With a restaurant and pâtisserie by Jean Imbert, 30 Montaigne is must-visit address no one will be in any hurry to leave. A sprig of lily of the valley is offered to visitors to alleviate the sweet sorrow of parting.
