Dior opens new Parisian flagship on Champs-Élysées
today Jul 16, 2019
Dior inaugurated a new, 890 m2 flagship store on the Champs-Élysées in Paris on July 15, establishing a landmark presence on the French capital’s most renowned avenue. The new store is regarded as temporary - for the duration of the two-year facelift at Dior’s long-established avenue Montaigne flagship - and introduces a new retail concept to the shoppers on the less exclusive Champs-Élysées.
The retail area originally extended over 220 m2, but Dior applied for an enlargement with the local commercial planning commission. The application was approved on December 21, enabling the luxury label to quadruple the size of its new store. Its façade is designed like a trompe l'oeil replica of Dior’s historic avenue Montaigne flagship, giving the impression of lifting a huge awning to reveal a new chapter in the history of Dior.
The ground floor is dedicated to the creations of Maria Grazia Chiuri, creative director of Dior's womenswear collections, and to leather goods and footwear. A majestic winding staircase leads up to the floor dedicated to Dior’s menswear, designed by Creative Director Kim Jones. The new store also features Dior’s Wunderkammer, a section showcasing gift ideas (fragrances, accessories and books) and bespoke services, including embroidery, silk-screen printing and hot stamping.
At the end of November 2018, the Christian Dior Parfums store at 52 avenue des Champs-Élysées was vandalised during a ‘yellow vest’ demonstration. The opening of this brand-new flagship store is a clear sign that Dior wants to make its mark on one of the world’s most beautiful thoroughfares.
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