The culture of fashion: Retail-edutainment rules at Dior’s renovated Avenue Montaigne flagship
Retail-edutainment is the latest portmanteau on my mind.
Dior is finally ready to reopen its Avenue Montaigne flagship after a two-year reno. This latest incarnation is a ‘universe of Dior’ which includes retail, restaurants and a gallery, plus a private shopping apartment that gives its guests the keys to the store – accompanied by concierges to attend to their every whim.
The Galerie de Dior is the masterstroke. Headed by Olivier Flaviano, (previously at the Yves Saint Laurent Museum in Paris), it’s a 21,500 ft, 13-roomed gallery dedicated to the archives and story of the designer and luxury house. With a gallery entry fee of €12, the Maison flagship becomes the ultimate museum shop, with a choice of eateries to flop delight in afterwards. Not to mention the irresistible lure of the gallery decor, featuring a rainbow display of outfits and accessories that serve as the perfect selfie backdrop (below).
This delicious millefeuille of culture, history, hospitality, education and retail tourism add up to the perfect combo in rebound retail. As architect Peter Marino (who designed the space and stuffed it with contemporary art) told WWD, “it’s not one idea throughout, but rather, walk-through spaces that tell a story, that keep the customer engaged and emotionally connected with Dior from start to finish. It’s about creating environments that allow the customer to explore the brand in a beautiful, immersive, delightful way.”
The Dior flagship store reopens tomorrow at 30 Avenue Montaigne.
WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Dior Avenue Montaigne – top to bottom: Ballgowns on display at La Galerie Dior; the colour coded staircase at La Galerie Dior; Dior Avenue Montaigne flagship exterior; Dior pastry cafe; Christian Dior original office on display at La Galerie Dior; Dior flagship restaurant
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here
CLICK HERE to get Disneyrollergirl blog posts straight to your inbox once a week
CLICK HERE to buy my book, The New Garconne: How to be a Modern Gentlewoman
CLICK HERE to buy my beauty book, Face Values: The New Beauty Rituals and Skincare
