A first for Dior, this building will house all things Parfums Christian Dior under one roof…
The House of Dior has further cemented its presence in the French capital by opening an edifice so grand, that’s dedicated solely to its illustrious fragrances. The building sits at 33 Avenue Hoche, in the Golden Triangle and just steps from its original location on Avenue Montaigne. Taking 1,000 skilled workers across 30 trades to complete, it’s a feat that combines heritage, innovation, and modernity for the fragrance arm of the House.
“This place is, above all, a temple dedicated to creation and education. Here, ideas are born, excellence is cultivated every day, and craftsmanship is passed down,” explains Véronique Courtois, Chairman and CEO of Parfums Christian Dior and of the LVMH Group’s Beauty division.
Inside the renovated building are dedicated spaces for: the Dior Academy, an education hub for Parfums Christian Dior’s vision and programs for the sales teams; and the Perfume Creation Studio that’s under the direction of renowned perfumer Francis Kurkdjian, that holds the historical Perfume and Beauty archives.
The Dior Academy is an investment in its people, those who the House sees as talent and that brings the brand to life, by caring for clients. The academy is a “Luxury Beauty selling school with an international reach of intense training programs and certification pathways to aid people in their Dior career. “These programs aim at transmitting craftsmanship, brand culture and developing expertise and excellence across Fragrance, Makeup, and Skincare,” explains collection notes.
Dior understands that it’s as only as good as it’s company workers. Mr. Dior was known to say: “Being a salesperson is a profession that must be learned — it requires psychology, courage, and tenacity.” It’s at the academy that employees will be trained in all points of sale from retail, wholesale, and travel retail. Each employee will understand the “retail” mindset, because for the company, they are “ambassadors of emotions and storytellers, crafting an experience that must be unique and unforgettable.”
Some History
The ground floor houses a reflecting pool, similar to Mr. Dior’s gardens like Les Rhumbs, his family’s villa in Granville as well as the Château de La Colle Noire in Provence. Each floor has floral inspiration, like the wildflowers at Milly-la-Forêt and its woods that inspired the fragrance Diorissimo. Roses, a favorite of Mr. Dior can be found, along with Provençal herbarium that’s an ode to Miss Dior and La Colle Noire.
Mr. Dior himself was a lover of gardens, a passion he inherited from his mother. The new building exudes nature and flowers, the latter which sat at the heart of his fragrances. The grand hall all the way up to the rooftop terrace, and 1,776 square feet of green space of 150 varieties of aromatic plants, trees, flowers, and fruits that reflect Mr. Dior’s own nature spaces are found in the building.
And at the Dior Galerie des Merveilles, a horseshoe walkway on the mezzanine level on the first floor, visitors will find lively color of crafted pieces from Baccarat or Saint-Louis crystal. If you visit, you will discover Rihanna’s Haute Couture gown created for the J’Adore campaign. Mini Dior dresses from the Récoltes Majeures, La Collection Privée, or those created for department stores are also on display.
Creations by Peter Philips, Creative and Makeup Director at Dior, as well as makeup collections of the 1950s and 1960s are present. Skincare collections from the past and present are on display. A display case and decorative elements by Victor Grandpierre, the interior designer for the Salons Montaigne, can be found, as are artistic contributions by Victoire de Castellane, Jean-Michel Othoniel and India Madhavi. Visitors will also find iconic photos of Monsieur Dior and beautiful illustrations by René Gruau shine.
The edifice is not just a Dior building, and it’s not just another luxury fashion brand building. It’s a place that gives back to its employees and its visitors. When people visit, they see, take in, and can understand 80 years of Dior fragrance, skincare, and make up. It’s a place for, as Dior is calling it, reference, research, and inspiration for Dior designers, exhibition curators, researchers, and historians. It’s 80 years of living fragrance and beauty heritage on display for all the world to see.
TRENDING
A first for Dior, this building will house all things Parfums Christian Dior under one roof.