Dior to open flagship on Champs-Elysées
At the end of 2018, Christian Dior Parfums set up shop at 52 Avenue des Champs-Elysées, unveiling the full range of the brand's fragrances in a dedicated space. The boutique was vandalised a matter of weeks after its opening during the gilets jaunes protests, but this unfortunate occurrence does not appear to have dampened the French luxury house's ambitions to make its presence felt on the iconic Parisian thoroughfare.
Rumours have been circulating since mid-November that the LVMH-owned company had set its sights on 127, Avenue des Champs-Elysées, previously occupied by a Lancel flagship, but now it's official. Christian Dior Couture will indeed be taking over the space, which neighbours a Publicis drugstore, a fact confirmed by the formal application made by the brand with France's Departmental Commission for Commercial Development (CDAC – Commission départementale d'aménagement commercial) on 15 November.
The commercial authority approved Dior's project on 21 December and, should no appeal be filed with the National Commission, will allow the brand to expand the space to cover 220 square metres. Dior will therefore be working with a location that measures 890 square metres in total. For the moment, the brand has given no further details about the project for its new flagship. However, a location with these dimensions should be more than enough to show off the designs of Maria Grazia Chiuri.
The sizeable space is also situated in a location which attracts a much wider audience than Avenue Montaigne, some 100 metres away, where Dior still maintains its historic HQ at number 30, having also opened a jewellery boutique at number 34 in 2016 and its first ever store dedicated exclusively to eyewear at number 28 in February 2018.
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