Christian Dior renews its headquarters at 33 Avenue Hoche, dedicated to creation and history
For the transformation of the building
Christian Dior is radically transforming its space at 33 Avenue Hoche, consolidating creative, training and heritage activities under one roof. This address, located a few steps from the historic headquarters of the brand, previously hosted the perfume and care products business between 1992 and 2008, when the French subsidiary of Parfums Christian Dior had its operating base there. The renovated building now houses a retail training academy, a study led by Francis Kurkdjian, creative director for perfumes, and organized archives. Véronique Courtois, President and CEO of both Parfums Christian Dior and LVMH Moët Hennessy Louis Vuitton's beauty division, stressed that this place is, above all else, a temple dedicated to creation and education. Here, ideas come to life, excellence is cultivated daily, and the craft is passed down from generation to generation.
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The Secret to a Flawless Autumn Complexion is Sunscreen LayeringFor the transformation of the building, a thousand workers from 30 different trades worked between March 2024 and July 2026. Willmotte & Associés oversaw the works, while the interior spaces were designed in collaboration with the Dior team. The glass facade, which covers the front of the building and was designed in 1992 by the Spanish architect Ricardo Bofill, has also been renovated. At the entrance, visitors welcome the signature colors of Dior couture fashion, including „Dior gray , bej , ”greige , white and pale pink. Symbolic motifs, such as the cannage pattern and the lucky stars, are present throughout space. The materials used include stone, marble, solid wood, vitrified lava, glass, metal and wrought iron.
Because nature and especially flowers were essential to designer Christian Dior, plants play a central role in this premises. The space has 1,775 square feet of green areas, which include aromatic plants, trees, flowers and fruits, paying homage to the brand's old residences. On the ground floor there is a reflective water pool, which evokes the gardens designed by Dior for residences such as Les Rhumbs and Château de La Colle Noire. The decorative landscapes that adorn each floor are also a reminder of the designer's past. Dior himself understood the importance of the connection between the house and customers; in line with this vision, this Paris campus trains the brand's employees to be its ambassadors. All 8,000 Parfums Christian Dior employees, as well as the partner teams, are welcome here through training programs and certifications tailored to their respective careers.
On the mezzanine floor, a step up, lies a gallery in the shape of a crooked path, known as the Galerie des Merveilles or the Galerie des Merveilles. It covers 80 years of creation and exhibits over 100 pieces, a collection that is destined to evolve constantly. Currently, the exhibition includes a trio of Miss Dior amphorae created by Baccarat and Saint-Louis, the haute couture dress worn by Rihanna for the J Adore campaign, Dior miniature dresses and exclusive editions from the Récoltes Majeurs and La Collection Privée lines. The color makeup products, created by Peter Philips, creative and makeup director at Dior, refer to makeup from the 1950s and 1960s. There is also an exhibition of past and present skincare products, and other artistic creations are signed by Victoire de Castellane, Jean-Michel Othoniel and India Mahdavi.
On the mezzanine floor, a step up
On the walls are iconic photographs by Christian Dior and illustrations by René Grau.
Everything revolves around the spirit of the designer, who declares that all the activities associated with his name were inside the boutique: socks, gloves, and perfumes, whose rise was parallel to that of the house. The archive space of the Fond Précieux, created to meet museum standards, is located in the basement. It houses about 8,000 original documents and other items related to the house's fragrance and beauty archives, representing about 5% of the total collection. This section is overseen by Frédéric Bourdelier, the heritage director at Parfums Christian Dior, who has removed the museum's grade boxes to showcase examples from the archival treasures. These include bottles and prototypes, perfume formulas and other products that go all the way back to the oldest, Miss Dior in 1948.
Bourdelier showed Christian Dior's first commercial, appearing in L Album du Figaro in 1947, which advertised the first fragrance of the house for Christmas. „We can see how René Gruau worked - sometimes cutting small pieces of paper to find the right frame”, Bourdelier explained. There are 1,500 silver prints on gelatin and a complete collection of advertising evidence going back to the early days of Dior.