Dior breaks down all the barriers of luxury, and transports us into an immersive, multi-experiential dimension. Christian Dior's private mansion has become a true refuge of the marvellous.

On March 6, after nearly three years of renovation, the famous fashion house, owned by the LVMH group, reopened its new flagship shop on its historic site at 30 avenue Montaigne. More than a boutique, it is the entire Dior universe under one roof.

This 10,000 m2 flagship, designed by American architect Peter Marino, houses not only the largest Dior boutique in the world, but also a museum, an exhibition gallery retracing the history of the House, preserved historical spaces, an alcove dedicated to beauty treatments, haute couture and jewellery workshops as well as three exuberant gardens. Innovation is key with the installation of a staircase decorated with 1,500 miniaturised Dior objects, designed by 3D printing.

To complete the experience, this destination offers an exclusive hospitality experience. It is now possible to stay in a private flat, the Dior Suite, where the entire universe of the House is transcribed. With a private chef, a personal shopper, etc., a dedicated team of six to eight people is available 24 hours a day for the guest staying there. 

The F&B offer consists of a restaurant, Monsieur Dior, and a Dior patisserie-café, both run by French chef Jean Imbert, who has revisited all the Monsieur Dior recipes for the occasion to compose the menu.

With the rise of e-commerce and changing consumer habits, the customer experience is at the heart of the concerns of the major luxury brands. They compete in creativity to seduce their customers with a "storytelling" that combines tradition and modernity, art and soul, fashion and know-how.

The F&B&E offer occupies a central place in this captation strategy, the objective being to provide experiences rather than to sell products, to arouse emotions, to create bonds of belonging, to bring customers closer to the brand and to unite them. The codes of luxury are becoming more flexible. The in-store experience is becoming more accessible and makes the customer dream. While preserving the exclusive nature of the products offered, luxury brands are creating a strong and desirable brand image.

Dior, or Gucci with Gucci Garden, a multi-use space located in Florence, or Louis Vuitton with its hybrid space within its flagship in Tokyo have seized the opportunity to present their universe in an emotional and experiential way to create strong and lasting relationships with their current and future customers. The complementary nature of the offer transforms these destination locations into real living spaces where the customer has the impression of being taken on a timeless, unique and unforgettable journey.