Dior’s flagship boutique on 30 Avenue Montaigne is finally reopening after a 30-month renovation, and according to CEO Pietro Beccari, it is much more than just a boutique—it is the universe of Dior. The revamped space, situated in the heart of Avenue Montaigne, now not only houses a fashion and accessories boutique but also includes an haute couture salon, a Dior patisserie, and a Dior restaurant featuring recipes by Monsieur Dior himself. The design of the boutique, created by renowned boutique architect Peter Marino, is adorned with works of art, neon quotes from Monsieur Dior, and beautiful toiles showcasing classic Dior looks, all in various shades of white. In addition, the flagship boasts two new gardens—one exterior and another enclosed by glass walls on rue Francois 1er.
One of the highlights of the Dior universe is La Galerie, which consists of 13 rooms that tell the story of the house. Beginning with Monsieur Dior’s birth and spanning through the launch of his fashion house and the iconic New Look debut, the exhibit also features highlights from his successors, including Yves Saint Laurent, Marc Bohan, Gianfranco Ferré, John Galliano, Raf Simons, and Maria Grazia Chiuri.
Recently, we had the opportunity to tour the newly renovated space with Pietro Beccari, who took on the role of CEO of Dior in 2018 after successful positions at Fendi and Louis Vuitton. Beccari has dedicated his energy and hard work to the project, which he describes as a rebirth rather than a simple renovation.
When asked about the significance of renovating the flagship, Beccari emphasized the importance of adding his personal touch to a brand that was already well-established under the leadership of Sidney Toledano and Bernard Arnault. His goal was to create a unique experience that transcended the boundaries of luxury, transforming it into something experiential. The new flagship embodies the DNA of Dior and allows visitors to fully immerse themselves in Monsieur Dior’s world, with original items such as his desk and cabine for models, combining tradition and modernity.
Undertaking the renovation project posed its own set of challenges. Beccari revealed that it took two and a half years of work, including the excavation of a second basement. However, he expressed his gratitude to Bernard Arnault for granting him the opportunity to embark on this ambitious project. The flagship now features numerous innovative elements, including digital payment capabilities and real-time information about items being tried on in the changing rooms. With over 120 staff members ensuring its smooth operation, the store operates seven days a week.
Beccari collaborated closely with architect Peter Marino throughout the project, specifying his desire for openness, clarity, and the inclusion of gardens. The addition of a winter garden was particularly important, paying homage to Monsieur Dior’s love for gardens. Beccari praised Marino’s creativity and unique visual vocabulary, which brought the project to life.
Despite the enormity of the project, Beccari declined to disclose the overall cost, only stating that it was an investment that Dior could afford. The anticipated annual turnover of the store is expected to be in the range of other luxury super stores, surpassing 100 million euros.
When asked about his hopes for visitors, Beccari expressed that he wanted clients to leave the boutique fully immersed in the Dior experience, even jokingly mentioning that he wanted them to be tattooed with the Dior logo. He emphasized that the space was created to share Dior’s values and to serve as a platform for storytelling.
Reflecting on what Monsieur Dior himself would think of the newly renovated space, Beccari believed that he would be proud to see his legacy embraced in the modern era. Bernard Arnault, the chairman of LVMH, also expressed excitement about the project and displayed great enthusiasm during his numerous visits to the space.
Looking ahead, Beccari shared that Dior’s new headquarters on the Champs-Elysées is expected to be completed by the end of 2023 or early 2024. This move signifies a significant step for the brand as it relocates 500 employees from Avenue Montaigne.
Beccari praised the selection of Jean Imbert as the chef for the Dior restaurant, highlighting his youth, energy, and ability to capture the spirit of Monsieur Dior in his concepts. Imbert even incorporated some of Monsieur Dior’s original recipes into the menu, showcasing the founder’s passion for cooking.
As the grand reopening of the boutique approaches, Beccari expressed feelings of both satisfaction and exhaustion. The long hours and dedication required have taken a toll, but he remains proud of the final result. Retirement may not be on the horizon just yet, but Beccari’s immense efforts have undoubtedly left an indelible mark on the universe of Dior.
Useful links:
– Dior Website: Couture – Story of Another Tale
– Dior Official Website
