Clés du Dior – a night in the legendary flagship store


It was only a few hours into my stay at Suite Dior 30 Montaigne, the ultra-exclusive new accommodation in the French house’s historic headquarters, when I realized I could ditch the habit of picking up after me. When I left a room for a short time, anything that was left out of place was quickly rearranged. The purse on the floor? Placed delicately on a chair. The wrinkled clothes in my tote? Steamed and hung, or folded with a skill I will never possess. Leftovers from my room service? Erased by the time I finish my bath. All topped off with stealthy discretion by the team of six staff members who swept in and out of the seven-room, 150m² accommodation like perfectly suited secret agents.

Retro atmosphere in the lounge of the suite © Matthieu Salvaing

The author wears a Dior Haute Couture silk crepe dress and a ribbed paneled bustier, both POA
The author is wearing a Dior Haute Couture dress in silk crepe and a ribbed bustier, both POA © Matthieu Salvaing

Led by maitre d’ Jean-Baptiste Crabit, a serious, blue-eyed Frenchman, the team offers much more than unparalleled room service to guests. With the key to what’s next comes the key – metaphorically at least – to the whole of 30 Avenue Montaigne, the original site on which Christian Dior established his fashion house in 1946. At the end of March, after two and a half years of renovation, the scaffolding was dismantled to reveal a completely redesigned boutique with a restaurant – the Monsieur Dior – and patisserie, as well as modernized haute couture salons and La Galerie Dior, a new exhibition space that spans 1,577 m², making it the largest permanent gallery dedicated to fashion in the French capital. The exclusive sell to suite guests is that all of the above, and more, is accessible 24 hours a day. “I believe that hospitality is part of the luxury experience, and it is in the Dior’s DNA – Monsieur Dior liked to entertain – so I wanted to offer customers an incomparable experience: to be the ‘owner’ of this mythical address for the night.” says Pietro Beccari, president and CEO of Christian Dior Couture, who hopes the site’s rebirth will “revolutionize” the luxury retail proposition. Beccari held the same position at Fendi when the Italian house unveiled its hotel initiative, Fendi Private Suitesin Rome in 2016.

At the Ateliers du Rêve in the Dior Gallery.  Author wears Dior single-breasted wool and silk 30 Montaigne Bar jacket, £3,200
At the Ateliers du Rêve in the Dior Gallery. The author wears a Dior wool and silk single-breasted 30 Montaigne Bar jacket, £3,200 © Matthieu Salvaing
The dining room of the suite

The dining room of the suite © Matthieu Salvaing

In addition to Crabit and his team, there are around 20 staff on call to cater to customers’ whims around the clock, including four sales assistants ready to shop at midnight (or whenever you feel like it). ‘urge). Guests also have access to the Tiered Couture Salons, a spacious and elegantly appointed space flanked by 10 floor-to-ceiling windows that occupies the coveted corner position overlooking the neighborhood dining institution, The Avenue. The haute couture department is chaired by Malika Rambaud, who has a knack for telling which style will suit you best in 10 steps. Browsing the shelves of Artistic Director Maria Grazia Chiuri’s latest SS22 haute couture collection, she had me wear an Oscar-worthy black wool crepe dress, while the studio premier (the very one who sewed the original style) expertly pinned the hem. (Unfortunately, clothes are not included in the nightly rate.)

The author wears a backless dress in lamé chiffon Dior Haute Couture, POA

The author is wearing a Dior Haute Couture open-back lamé chiffon dress, POA © Matthieu Salvaing

Guests can host dinner for four in the dining room
Possibility of organizing a dinner for four in the dining room © Matthieu Salvaing

Although only two people can sleep in the Dior suite (a bed can be added for a child), they are welcome to invite friends to join them in these rarefied experiences. Aside from shopping, the offer can include a private tour of the museum, which sheds light on the house’s archives and history within the very walls where it evolved, or the bustling haute couture and jewelry workshops. You can also host a dinner party for up to four people in the dining room of the suite – or for 14 people downstairs in the majestic historic living room, the usually forbidden rooms where Monsieur Dior himself entertained. Offsite, the team also offers five-star concierge services in Paris.

The author wears a Chez Moi shirt in Dior silk twill, £1,900, and matching trousers, £1,700

The author wears a Chez Moi shirt in Dior silk twill, £1,900, and matching trousers, £1,700 © Matthieu Salvaing

It reflects LVMH’s growing interest in the world of luxury hotels, following the opening of the Cheval Blanc hotel in Paris last year. For loyal Dior customers around the world ready to travel again – access to the suite is initially reserved for top customers, via retail teams – these privileges are the ultimate in flex IRL: “The luxury is an emotion, an experience, to be shared with your friends”, says Beccari. “We talk so much about the metaverse and digital, but it’s far from the same thing.”

The bathroom is entirely fitted out in onyx

The bathroom is entirely fitted out in onyx © Matthieu Salvaing

A corner of the master bedroom

A corner of the master bedroom © Matthieu Salvaing

The bathroom includes personalized bathrobes to take home

The bathroom includes personalized bathrobes to take away © Matthieu Salvaing

For those feeling less adventurous, the suite is an extremely inspiring place to spend an evening or two. There is no limit to the number of nights you can book. Located on the fourth floor, accessible only by private elevator, it has a spacious double living room and a master bedroom with a view of the treetops bordering Avenue Montaigne. The interiors were designed by LVMH reference architect Peter Marino, who oversaw all the renovations at 30 Montaigne; but here he eschewed noticeable Dior codes and leaned into eclectic, idiosyncratic touches that convey the feel of a private Parisian abode. “There are so many majestic hotels in Paris. I wanted it to be like a pied-à-terre,” says Beccari, from the brief to making it characterful. (He was advised to hide the TV, he adds, but opted for the authentic – “like staying at a friend’s house.”)

In the living room, a retro vibe abounds in the bold mix of colors and textures. To one side is a deep, cognac-colored suede sofa with low-slung mustard armchairs from Marino’s studio; on the other, an imposing Yves Klein coffee table and an Ethno Eames chair in aluminum engraved by Paolo Giordano. Modern artwork such as a chromatic triptych by Guy de Rougemont punctuates the walls, and the bar’s two fridges are stocked with fittingly decadent verses, including the 2000 vintage Cheval Blanc.

Try on shoes in store
Shoe fitting in store © Matthieu Salvaing
A chromatic triptych by Guy de Rougemont in the lounge of the suite
A chromatic triptych by Guy de Rougemont in the salon of the suite © Matthieu Salvaing

The bedroom is cocooned with crackle canvas walls in a soothing glass of water blue; the mirrors that line the bathroom hallway feature etched silver leaf by American artist Anne Peabody. The bathroom is entirely fitted out in onyx – including the bath and the shower-hammam – evoking the antique Baroque style of the Hall of Mirrors at the Palace of Versailles, a touchstone of reference for Monsieur Dior himself. There are a myriad of thoughtful touches, like the bathroom’s cosmetic fridge (it can be stocked with favorite products), personalized bathrobes (a keepsake to take home), and handmade linen hangers. hand adorned with Monsieur Dior’s lucky star. , tailor-made for the spacious dressing room of the suite.

'Wonderful calm and silence' in the shop

‘Wonderful calm and silence’ in the shop © Matthieu Salvaing

Shoes and slippers in the dressing room of the suite

Shoes and slippers in the dressing room of the suite © Matthieu Salvaing

The Le Bal Dior collection at the Dior Gallery
The Le Bal Dior collection at the Dior Gallery © Matthieu Salvaing

What is most forgiving is the experience of wonderful calm and silence in such a vibrant environment. Earlier in the day, the store was bustling with people; a queue snaked around the block. There’s a certain magic to hearing your own footsteps echo through an empty museum full of legendary ballgowns. There was a A pretty woman-like the dizziness of trying on boxes of shoes alone in the expanse of the store, then toasting my efforts with a chilled bottle of Dom Pérignon 2012 – delivered to the shoe department.

Once upstairs, the shop closed and the teams long gone from the workshops, I still didn’t feel alone: ​​Crabit and his team were only a text message away. I fell asleep safe in the knowledge that their average response time was an impressive 30 seconds.

Suite Dior 30 Montaigne€25,000 per night all inclusive

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