Join Dior global ambassador and Blackpink star Jisoo for a tour: the store, which spans 10,000 square metres, underwent renovations for the past two years and reopened on March 6
There’s a reason Carrie Bradshaw was so nervous about entering the iconic Dior store on Paris’s Avenue Montaigne that she tripped and spilled across the entrance in an episode of Sex and the City. The historic flagship has housed Dior creations since 1946, and its façade is so entrenched in the brand story that it has appeared on everything from leather goods to advent calendars.
The retail landscape, however, has shifted drastically in the last half-decade , with consumers looking for a true “experience” beyond a storefront, prompting luxury retailers like Christian Dior to pivot their strategies.
“More than a reopening, 30 Montaigne is a total reinvention and a living symbol of our DNA: the birth of a realm like no other in the world, where dreams are given free reign and a new, unprecedented page in the history of Dior, fashion—and Paris—can be written,” says Pietro Beccari, Chairman and CEO of Christian Dior Couture.
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