Dior: New Emblematic Address at 261, Rue Saint-Honoré

Dior unveiled a new boutique on Rue Saint-Honoré, in the heart of the French capital’s luxury and fashion district. This spacious contemporary showcase – spanning five levels — presents the ready-to-wear collections for women and men, leather goods, footwear, accessories and creations by Dior Maison and Dior Joaillerie.

Designed by the architect Peter Marino, a new stone edifice with double-height glass windows on the lower floors blends harmoniously with the remaining portions of the 18th-century building. Inside, five levels unfurl with soaring ceilings balanced by more intimate, residential-style spaces; furniture, finishes, and artwork take abstract and fluid forms, and soft colors bring serenity to the interior of the new boutique.

Embedded in this streamlined décor are numerous artworks – selected by Peter Marino – by Martin d’Orgeval, Peter Seal and Alyson Shotz, as well as an original photograph by Nicolas Ruel capturing the enchantment of the Hall of Mirrors at the Palace of Versailles, an infinite source of creativity for the House. Exceptional furniture notably features chairs by Pierre Paulin, plant-like tables by Franck Evennou and gold and silver pieces designed by Mattia Bonetti. Each visit is a journey of discovery through the Dior heritage and codes. On the walls, revisited toile de Jouy canvas nods to the founding couturier’s first boutique, “Colifichets.” Symbols of refinement, the medallion chairs Monsieur Dior used for seating guests at his fashion shows are reinterpreted as ample armchairs.

The House’s various universes appear like enchanting stopovers interspersed throughout the store. Looks from the Fall 2020 collection, questioning the concept of fashion through their architectural essence, are adorned in irresistible polka dots and checks. Also presented exclusively here are Rouge Tie & Dior prints, an homage to Christian Dior’s passion for the “color of life” and the captivating tie-dye technique Maria Grazia Chiuri holds dear. Hypnotic motifs appear on a selection of ready-to-wear and accessories, shoes and bags. In a refined evocation of this emblematic district, a new leather tote, the Dior St Honoré, will prelaunch exclusively in the store alongside the Dior Bobby and the Dior Around the World and Dioriviera capsules. Creations designed by Kim Jones for his Fall 2020 men’s show combine with virtuosity the art of tailoring, the sunny effervescence of Miami and the graphic creative imprint of designer Shawn Stussy, an artist at the crossroads of countercultures and surfing.

A corner dedicated to Dior Maison celebrates the art of living and entertaining. For its inauguration, the store will display a piece specially designed by Joy de Rohan Chabot, as well as chairs upholstered in toile de Jouy, in delicate shades of ivory and gray, to be discovered in preview here. Like a cabinet of curiosities, one space is entirely dedicated to icons that may be personalized, from the Lady D-Lite, Dior Book Tote, Saddle and Diorcamp bags to J’Adior pumps, Walk’n’Dior sneakers and a selection of small leather goods, accessories and scarves. By special order, the House’s DiorTravel suitcases and the Dior Book Tote leather tote bag may be customized, rendering these objects of desire even more unique, while a demi-mesure service is available for men, two experiences that combine excellence of savoir-faire and innovation. As a final punctuation, Peter Marino underscored the timeless elegance of this Parisian building by placing, at its heart, a lush green courtyard, like a verdant parenthesis reminiscent of the gardens in Granville, Normandy, that Christian Dior so loved.

A veritable “refuge of the marvelous” – as Monsieur Dior defined the magic of couture –, this new address, located at 261 Rue Saint-Honoré, will open its doors in July 2020.