Dior, the conception of eternal happiness

To celebrate its rebirth, Maison Dior offers a touch of Lily of the Valley - the talisman flower of its creator, to customers discovering the new shop. At 30 Avenue Montaigne, where Dior was born seventy-five years ago, the indelible memory of the place is not only Lily of the Valley, but the spirit of Dior which has stood the test of time and has perpetuated through the ages and generations. The reopening of this mythical address, first inaugurated in December 1946, is a pivotal moment in the history of Maison Dior, which has never ceased to celebrate Parisian elegance and French Haute Couture. It’s not just the new shop, the new architecture, the new decoration. It’s a new spirit. A change which is just as incredible as the pieces first presented here after the Second World War.

«Making women more beautiful but also happier». Christian Dior’s dream remains the same for Dior’s new Directors, such as Dior Couture’s CEO, Pietro Beccari. For over 2 years, the Dior boutique has been undergoing renovations supervised by American architect Peter Marino. Officially inaugurated on Sunday, March 6 and open to the public the next day, the boutique is an invitation to be happy. Happiness in a combination of the refined skills of Haute Couture and Haute Joaillerie. Happiness is the melange of all the House’s creations. Happiness is the celebration of the French way of life with a restaurant and the Monsieur Dior patisserie, under the Directorship of French chef Jean Imbert and 3 gardens designed by landscaper Peter Wirt. Happiness is the discovery of a secret suite where you can sleep closer to the stars.

Happiness is the discovery of the Maison’s ready-to-wear collections, as well as a series of exclusive creations. Among them, a mini-chest limited to 100 copies worldwide, serving as a refined backdrop for Miss Dior Eau de Parfum. Happiness is a nod and a wink to beauty and to well-being. With a beauty salon, entirely dedicated to beauty and perfumes, that offers signature Dior Prestige and L’Or de Vie treatments – personalized make-up, micro-peelings and sculpting massages. Happiness is the Dior Gallery’s magnificent ode to culture and to the largest permanent fashion exhibition in Paris, which recalls the history of the House of Dior, its creations and the people who imagined them. It should be remembered that Christian was a renowned art gallery owner even before creating his couture house.
Happiness as simple as a sprig of Lily of the Valley.