Luxury’s Multistory Renaissance
At the three-story CHANEL flagship in London, ready-to-wear clothing, fine jewelry, and accessories are enhanced by personalized wellness services. Visitors can learn massage techniques for revitalizing facial muscles, enjoy tailored makeup services, and receive an analysis to create a bespoke skincare ritual.
The reason behind the extra trimmings? Industry leaders are searching for ways to stand out from the retail crowd. One way luxury brands are doing this is by reimagining flagships as multistory, experiential spaces that blend fashion, art, lifestyle, and wellness.
It’s not just about selling fashion—it’s about inspiring a lifestyle. What better way to showcase a brand’s universe than by inviting guests to experience its entire catalogue in real life, preferably in a one-of-a-kind luxury space? In other words, the full maison experience.
Dior does just that with its flagship at 30 Avenue Montaigne in Paris. Visitors are immersed in every facet of Dior’s world across four stunning floors. Leather goods, footwear, beauty, fragrance, and well-being, alongside the women’s and men’s collections, are beautifully displayed on the ground floor.
As visitors ascend each floor, they can take tea at La Pâtisserie Dior; try Christian Dior’s favorite recipes as interpreted by Michelin-starred chef Jean Imbert at Monsieur Dior restaurant; savor nature in three different gardens; personalize their Dior bags, scarves, and jewelry at ABCDior; and check out archival items at the by-reservation-only exhibition space La Galerie Dior.
Left: At Louis Vuitton’s lavish New York City atelier, the House brings Le Café Louis Vuitton to the U.S. for the first time (Photos courtesy of Louis Vuitton) Top Right: Dior’s wondrous Diorama at 30 Montaigne in Paris features a 1,874-piece display of miniature dresses and 3D-printed icons as part of La Galerie Dior, a space dedicated to honoring the House’s heritage (Photo by Kristen Pelou) Bottom Right: The Monsieur Dior restaurant at 30 Montaigne is helmed by Michelin-starred French chef Jean Imbert (Photo by Kristen Pelou)
La Galerie Dior features Christian Dior’s debut collection, original sketches, illustrated ad campaigns, and a recreation of the designer’s first office and original fitting rooms. Even more enticing is the Dior suite, which includes an overnight stay with a personal tour of the on-site jewelry atelier, a private overnight shopping event in the boutique, and collection viewings and fittings done in-suite with advice from a personal stylist.
Another brand leaning into its storied history is Louis Vuitton. While its flagship in New York is undergoing a major renovation, the atelier has opened a temporary store on East 57th Street that features the American debut of Le Café Louis Vuitton—a distinctive café/library hybrid filled with tomes on art, culture, and fashion.
The café is joined by Le Chocolat Maxime Frédéric, a fine chocolate shop.
Meanwhile, Louis Vuitton’s five-story flagship in Paris—in a listed Art Deco building on the corner of Champs-Élysées and Avenue George V—is undergoing a full-scale refit and is slated to reopen in 2026.
While the brand has been tight-lipped about what to expect, some details have emerged, such as the inclusion of exhibition spaces that will walk visitors through the atelier’s rich heritage. In a bid to follow its contemporaries like Armani and Bulgari into hospitality, Louis Vuitton is also set to debut its first-ever luxury hotel, also on the Champs-Élysées—perhaps the ultimate experiential offering to add to the brand.
As multilayered stores continue to grow, the full maison experience is ushering in a new era for luxury retail. By providing experiences beyond just purchasing a product, brands are cultivating shopping as a journey that allows potential customers to explore and indulge in a fantasy world. The payoff, however, leads to very real transactions.
