Perfume-lovers were in for the deluxe treatment when the first Maison Christian Dior on the African continent opened its doors in Johannesburg in 2018. We all know Dior for its haute couture, “new look” style and its associations with all things Parisian. So expectations were high of the luxury fragrances on offer. I’m not one for shopping malls, but I’ve popped into the boutique a few times to lap up the chic ambience. These are my impressions.
CHIC EXPERIENCE: The exterior of Maison Christian Dior in Johannesburg. In the rear of the store, a video wall features footage of Dior’s famous home, Château de La Colle Noire, in the south of France. Image: Dior.
The look and feel of the store
Sophisticated and modern, with reminders of Dior’s grand heritage. Don’t mistake the quietness of Maison Christian Dior, compared to many of the other shops in the centre, for a lack of business. It’s all about the quality of the shopper here, not the quantity. Special touch: A video wall that features Dior’s property in the south of France, Château de La Colle Noire.
Taking its cue from the increasing demand for exclusive, high-quality fragrances, La Collection Privée Christian Dior was launched in 2004. Three fragrances – Bois d’Argent EDP, Eau Noire EDP and Cologne Blanche EDP – were available at that stage. The collection, now numbering 26 fragrances (22 are available in South Africa), is divided into sensuals, orientals, florals, light florals and fruity florals. Each fragrance comes in a sleek cylindrical bottle with a black magnetic cap, originally designed by then Christian Dior homme creative director, Hedi Slimane.
“The collection, now numbering 26 fragrances (22 are available in South Africa), is divided into sensuals, orientals, florals, light florals and fruity florals.”
It has also expanded to include candles, bath and body products, and accessories. Most of the fragrances have been created by highly respected perfumer François Demachy.
The latest launch
The fruity floral Holy Peony EDP was launched earlier in 2019. It’s a soft, pretty and slightly sweet take on peony, with a big helping of apricot rose. The composition also features notes of red fruits, wood and musk.
The best seller
South Africans like their fragrances potent and long-lasting. So it’s no surprise that the unisex Oud Ispahan, which was launched in 2014, does so well in Maison Christian Dior. With notes of smoky woods, rose, frankincense and resin, it’s a smooth and sophisticated oud.
FRAGROOM favourite
Cuir Cannage EDP which, I am told, has been discontinued. Before it disappears from the shelves completely, make sure to grab a bottle of this beauty. Officially, it’s inspired by “an immersion in the personal sphere of a woman’s handbag, where you could smell the scents of leather, lipstick, metal, candy, or paper”, according to the brand’s website. However, it is, in fact, perfectly unisex. There’s no doubting this is a superb leather fragrance, but what really makes it so special is how well Demachy balanced it with the floral and woody aspects.
The service
The exterior of Maison Christian Dior might say intimidatingly exclusive, but the service is friendly and welcoming. Of course, I got good service, as the staff knew I was a blogger. However, I’ve watched them interacting with customers and they all received the same professional service. Hard selling is not Dior style and it’s good to know that staff have a history with the brand, so they know their stuff.
Verdict
Maison Christian Dior is all about the luxury experience. It’s the place to visit if you’re in search of high-quality, well-crafted perfumes with a sense of history. Attention to detail is premium level, especially when it comes to the packaging of purchases.
Contact details
Maison Christian Dior, Shop U315, Sandton City, Rivonia Road, Johannesburg. Tel: 010 001 2590. Email: storemanager@christiandior.co.za.
