Inside 30 Montaigne

The French brand's historic headquarters have been renewed to showcase the essence of Dior, reports Namrata Kedar

- Namrata Kedar

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.

THE BOUTIQUE

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.