“It had to be 30, avenue Montaigne. I would settle there and nowhere else!” recalled Christian Dior in his memoirs*. Now transformed, the “kingdom of dreams,” the ever-so-extraordinary mansion with a legendary destiny, is seeing its aura shine brighter than ever. As the end-of-year festivities approach, it is splendidly illuminated with dazzling animations celebrating Dior’s legacy, between heritage and superb innovation(s). A true “refuge of the marvelous” in the words of the founding-couturier.
Inviting reverie and adventures, the façade of this unique address is adorned with a decor featuring the most emblematic Parisian monuments along with eternal Dior codes – from the lucky star to the iconic Bar suit, not forgetting the Lady Dior and the Saddle, the House’s signature bags. Precious symbols brought to life as if by magic in a fascinating choreography.
In turn, the window displays host captivating tableaus honoring the art of the miniature – fantastic little theaters embodying the excellence of the Ateliers. The childhood of Monsieur Dior in Granville, the triumphant revolution of the New Look and the incredible excitement of the shows with their backstage secrets… An enchanting soundtrack accompanies these irresistible playlets that retrace the Dior odyssey from the past to the present, through all the universes of 30 Montaigne.
Echoing the inspirations of the Dior cruise 2025 show conceived by Maria Grazia Chiuri, the historic boutique at 30 Montaigne welcomes visitors into a fabulous setting sublimated by spellbinding installations. These feature the oneiric creatures of the Dior Around The World, Millefiori Unicorn and Dior Cabinet de la Mer motifs, including lions and unicorns alongside corals and seahorses.
Extending the fairy tale, an ephemeral café offers aesthetes a gourmet interlude, a moment beyond in the aptly named winter garden.
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