PARIS — Where in the world can you relax in an onyx marble bathtub, have a facial, enjoy a meal, order made-to-measure clothes and visit a museum — all under one roof?
Those are just some of the services on offer at Dior’s historic flagship at 30 Avenue Montaigne in Paris, which is set to reopen on Sunday after more than two years of renovations.
“It’s not just a flagship — it’s a universe that we present,” Pietro Beccari, chairman and chief executive officer of Christian Dior Couture, told WWD. “In reality, we should find a new name for it, because it’s a complex such as does not exist in the world, so it’s really a clear point that will mark the difference between us and our competitors.”
The building, which spans nearly 108,000 square feet, houses the French luxury brand’s largest boutique worldwide alongside La Galerie de Dior, the biggest permanent exhibition space dedicated to fashion in the hands of a private house. Its home to rotating displays and preserved historic spaces, such as the original office of founder Christian Dior.
Also under the same roof are the haute couture ateliers, which have called the building home ever since Dior inaugurated the space in December 1946, just weeks before presenting his first collection and launching the revolutionary New Look.
For the first time, they will be joined by the high jewelry workshop, where customers can have precious stones mounted on custom-designed pieces. Meanwhile, the historic salon where the first fashion shows were held will now host dinners and special events.
In addition, 30 Montaigne is home to the Monsieur Dior restaurant and a Dior pastry café, housed in an atrium space filled with towering tropical trees and a bed of flowers. Both are run by French chef Jean Imbert, who also oversees the Café Dior adjacent to the exhibition gallery.
There is an alcove dedicated to beauty treatments, and last but not least, La Suite Dior, a private apartment whose keys give guests the full run of the building, with a dedicated staff of six to eight people around the clock, ranging from chefs to personal shoppers.
“It will be on command, and if you wake up because you’re jet-lagged and you feel like going to visit the museum in your bathrobe, you’ll be able to do so,” Beccari said. “There will be always someone awake. I’m fascinated by the thought that 30 Montaigne will never sleep.”