Dior Opens New Boutique In Paris

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Dior has made itself at home on the famed Champs-Élysées with the opening of a new three-floored boutique. The location’s launch not only marks a new chapter in the brand’s history, but also serves as a love letter to 30 Avenue Montaigne, the original home of the atelier founded by Christian Dior himself.

The store’s exterior is fashioned in a trompe l’œil style, recreating the facade of the original flagship that is temporarily closed for renovations. Inside the Champs-Élysées boutique, women and men’s ready-to-wear and accessories are showcased against a minimalist color palette marked by accents of golden hardware, and with walls draped in the classic toile de Jouy print that Mr. Dior and his successors have so deeply cherished.

A “Cabinet of Curiosities” displays perfumes, illustrated books, accessories, and other gifts for purchase. The space will host pop-ups and also contain exclusive collections, kicking off with Maria Grazia Chiuri’s Fall/Winter 2019 line.

The boutique’s opening will also house a preview of the Check’N’Dior collection, as well as new takes on old classics. These include the Book Tote and Saddle Bag in denim, and the TravelDior luggage embossed with the signature oblique logo print. Two site-specific exclusive variations on the DiorCamp bag and a silk scarf in tropical toile de Jouy will also be available.

Additionally, the new shop will offer unique personalization services to shoppers, including hot or digital stamping, embroidery, and screen printing for a variety of products including its handbags and luggage. The process is expected to take a little over an hour, and is intended to reflect Dior’s ever evolving approach to technology and modernization.

The Dior boutique is now open at 52 Avenues Des Champs-Élysées, 75008, Paris.

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