In 1946, when Christian Dior saw the four-storey h\u00f4tel particulier at 30 Avenue Montaigne, built in the 1860s for a son of Napoleon, he knew he had to have it for his new fashion house. It was elegant, of manageable size, and located close to potential customers staying at the...
This was right after the ‘Christian: Designer of Dreams’ exhibition at Paris’ Musée des Arts Décoratifs , which drew more than 700,000 visitors in six months. Beccari wanted not only to renovate the historic flagship store, but to install a permanent museum ‘where people can see the office of Monsieur[where the models changed].’ He envisioned 30 Montaigne as a new destination to shop, eat, experience the archives, or even spend the night.
But first, he had to convince his boss, LVMH CEO Bernard Arnault. ‘I wrote to Mr Arnault telling him we had to close down the number one store in terms of volume of sales,’ he recalls. They would have to move the ateliers, the 600 people working in’s offices, and the artistic director, Maria Grazia Chiuri. Beccari admits it was not an easy sell, but Arnault was willing to take the risk.
Top, a glimpse of a cosy seating area in the store’s winter garden, designed by Belgian landscape architect Peter Wirtz. Bottom, LadyThe legendary location has now reopened to the public, 75 years after Monsieurpresented his first collection there. The store’s surface area has tripled to 2,172 sq m, with impressive volumes and a triple-height rotunda. All the collections are available, in addition to a pastry bar and a restaurant overseen by one of France’s most sought-after chefs, Jean Imbert.
The store’s architect, longtime LVMH collaborator Peter Marino, says, ‘One of the most exciting aspects of the 30 Montaigne project is that it is a journey through the inner essence of the brand, expressed through the architecture,
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