Luxury is above all a dream. In each object that is often inaccessible, even if one has the means, there is a dreamlike dimension that the big houses like to exploit to infinity. Paris is already in Christmas mode and the windows compete in imagination to exalt the holiday spirit. At 30 avenue Montaigne, the Dior house deploys a whole world of happy spells, presenting its own codes, its favorite objects inherited from the superstitions of Christian Dior, its eminently Parisian culture and its cult for its little hands without which nothing would be possible.
On the facade of the building, the flagship of the house, a thousand lights sparkle the replicas of the monuments that make Paris Paris and attract fireflies from all over the world to the City of Light, ready to marvel when few things still amaze. . In front of the store entrance, huge fir trees announce the color, crackling like rockets ready to take off. At the red carpet entrance, other fir trees in disciplined rows bow to visitors. The white facade is itself decorated with two giant replicas of the Eiffel Tower, each spread over two floors. Also see the iconic silhouettes of the house, surrounded by white or blue light, the famous pierced star found by Monsieur Dior in 1946, just after the war, on the sidewalk of 30 avenue Montaigne, indicating to him that this place would bring good luck, and also the Lady Dior bag given by the Chirac presidential couple to Lady Diana, since renamed in homage to the most popular princess in English history. You will have no trouble spotting the Arc de Triomphe, a little spectral in its blue halo, but immaterial as monuments must be when they want to be imaginary. Under most of these objects comes a pendulum in the shape of a monogram, already counting Advent and the days that separate us from 2025 while animating the facade of a life that is both mechanical and lyrical. At times, through large replicas of its own architecture, the house represents itself, illuminated like the entrance to a marvelous place.
Avenue Montaigne, a facade with Paris themes. Photo taken from the Instagram account @bernardmontiel
Since 2022, the legendary address has housed a museum which traces the history of the house. To attract you, the windows display carousels and animated miniatures representing, here Monsieur Dior inspecting his models, his dog playing at his feet, there an old-fashioned fashion show, in the boutique itself, a few customers seated in front of a transformed booth in the theater by a simple gray-Dior curtain, observe a model of the revolutionary “New Look”. In a snow globe, elements of the Bar jacket swirl to recompose this iconic garment from the designer. Elsewhere, employees, at the top of a ladder, fill the shelves of the fine jewelry store, placing necklaces on the white velvet busts in front of a miniature sofa inspired by the master’s caned chair. Finally, a replica of 30 avenue Montaigne, this time hollowed out, showing only the spiral staircase in a white atmosphere reflecting the snow outside on which the lucky star sparkles, disproportionate as a vision. Will you resist the temptation to take this staircase to discover where it leads? Fairyland is also a very serious matter for adults.
Luxury is above all a dream. In each object that is often inaccessible, even if one has the means, there is a dreamlike dimension that the big houses like to exploit to infinity. Paris is already in Christmas mode and the windows compete in imagination to exalt the holiday spirit. At 30 avenue Montaigne, the Dior house deploys a whole world of…
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