Dior rebuilds historic Paris address into sprawling flagship, museum

Dior is reopening its sprawling flagship store and museum at the historic Avenue Montaigne site this week after a two-year renovation, the latest in a series of major property investments by luxury conglomerate LVMH in the French capital. The official opening of the complex, scheduled for March 6, follows a wave of inaugurations of new group sites in recent months, including a department store and two luxury hotels – the Cheval Blanc overlooking the Seine and the Bulgari hotel on Tony Avenue George V.

LVMH has benefited from a post-pandemic boom in high-end consumer demand, even without the return of wealthy foreign visitors – a key source of revenue for the industry in recent years, particularly in Europe. “Of course, we are optimistic that tourists will return one day,” Pietro Beccari, chairman and CEO of Christian Dior Couture, told Reuters.

The newly expanded complex spans 10,000 square meters (107,640 square feet), with cafes, gardens, a restaurant and a private apartment for nighttime visits by VIP clients, in addition to floors of retail space retail filled with clothing, accessories, tableware and make-up. Next to the store is a museum, “La Galerie Dior” which traces the brand’s history from the 1940s, including dresses from that era, as well as the office of the late Christian Dior and an original fitting room filled with hats, gloves and jewelry.

The project was dreamed up by Beccari and LVMH boss Bernard Arnault in 2018, before the label had the economic muscle for such a venture, Beccari said in an interview. The executive declined to provide financial details of the project, which involved moving historic workshops and 400 employees out of the space, and digging a second basement below the building.

“The building has been standing on micro poles for weeks – I haven’t slept very well,” Beccari said.

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