Parisian elegance arrives in Australia as Parfum Christian Dior reveals a new pop-up beauty exhibit inspired by the House of Dior’s legendary residence, 30 Avenue Montaigne.
Situated in the heart of Paris’ fashion district, the iconic venue has been home to Dior since its purchase in late 1946. Elegantly understated with neoclassical architecture, Christian Dior fell instantly in love with the hôtel particulier. Commenting on the new venue in 1946, he said, “It had to be 30 Avenue Montaigne. I was going to settle here and nowhere else!” It was only a few weeks later in 1947, that Dior’s timeless New Look 1947 and Miss Dior fragrances were born at the atelier.
In a statement, Dior’s Creative Director Maria Grazia Chiuri reveals a similar affection for the space. “The connection we develop to a place can be extremely powerful. I felt it right away when I stepped inside 30 Avenue Montaigne, the House’s historic birthplace,” says Grazia Chiuri. The connection was so strong that it inspired the design of the now cult-favourite, namesake bag, “The 30 Montaigne”, featured in the Fall 2019 ready-to-wear collection.
This month, 75 years later, we saw the completion of a two-year venue restoration and reinvention of the space. In celebration of their reopening and all things Dior Beauty, Parfum Christian Dior launches a Sydney harbourside pop-up.
The Australian pop up pays homage to the House’s storied history with a focus on fragrance, makeup, skincare, and La Collection Privée.
Adorned with luxurious exhibits of Dior’s beauty icons, the multi-level activation is an explosion of colour, sound, florals and artistry. Each unique room represents a different element of the Dior 30 Montaigne story.
The sensory experience is highly interactive with bespoke engraving, personalisation and dedicated consultation services offered to visitors. Concurrently the House of Dior unveils Café Dior, an epicurean experience specially conceived for the occasion. Gourmet creations reinterpret Dior iconography with barista-made beverages featuring the House’s logo.
For those of us located in Sydney and wanting to experience the magic of Dior’s 30 Avenue Montaige ourselves (a girl can dream!), the pop up is open from the 23rd to 26th of March. Limited tickets are available on their website, with walk in spots available for Dior café.