How to Do a Pop Up - By Dior
French maison Dior has opened the doors on a lavish new-Champs-Elysées boutique - a temporary residence as it renovates its usual abode at 30 Avenue Montaigne.
To save on confusion, the new Parisian boutique boasts a superimposed drape of the famed and historical Avenue Montaigne building - a dazzling and dramatic effect that’s a necessary lift for the acclaimed avenue that’s of late become better known for yellow vest demonstrations over beauty and design.
Inside, the new 82.6 square metre concept marries obvious heritage flourishes and ‘Dior-esque’ architectural curvature alongside new technologies and immersive decors.
The space will come to life with new launches, pop-ups and exclusive collections. The Autumn-Winter 2019-2020 collection by Maria Grazia Chiuri will be on-site during opening - allegedly giving off a “hypnotic setting with chromatic effects.”
Women’s and men’s ready-to-wear and accessories, as well as jewellery, perfumes and Dior Maison designs are all on display.
The Avenue Montaigne boutique, which also houses Dior offices and in-house haute couture ateliers, is expected to reopen in 2020.