Dior opens the doors to Christian Dior's iconic castle in Grasse for future fragrance development...
Lots of news in the Dior camp. The house of Dior has taken the decision to restore Christian Dior’s original castle in France, located just outside the Grasse. That ties in brilliantly with the news that Dior Perfumer, François Demachy, will now be working from Grasse region in Fontaines Parfumées - his new laboratory. Being located in the Grasse region will allow him to continue his mesmerising scent work for the brand. Demachy has been with Dior since 2006 and finds extensive inspiration and raw materials in the fields of the Grasse.
His new laboratory will focus on building exclusive partnerships with producers of fragrance-specific flowers to be used in his newest works of art.The laboratoryis set to become the epicentre of fragrance development in the beauty industry – and the place where Dior’s iconic fragrances will continue to be created.
(PHOTOS/ Courtesy of Parfums Christian Dior)
The story of Dior and its relation to Grasse dates back to Christian Dior’s youth in the early 1900s. Dior took refuge in the area during the years of the Occupation so it’s an area that held a lot if significance to him personally, as well as being a hub of botanical inspiration. That’s why he was subsequently inspired to use the plethora of flowers of the region to create his first fragrances, which are the stronghold of the Dior fragrance house - including Miss Dior, Eau Fraîche, Diorama, Diorissimo and Eau Sauvage. Before Dior died in 1957, he began to restore the Château de La Colle Noire, making it into a fertile domain destined to produce sizeable harvests of fragrance flowers, among others, to be used in his perfumes.
That’s why the restoration of the house marks a big step in the development of Dior’s journey – marking a bright future and also a link back to Dior’s true Grasse heritage. We can’t wait to see what Demachy will create with the amazing floral treasure now on his doorstep.
Bella Hadid attends the reopening of Dior's castle. Photo ℅ - Parfums Christian Dior
More than 250 guests were invited to the reopening with a dinner inspired by Christian Dior's favourite recipes . It was attended by Aurélie Dupont, director of the National Paris Opera Ballet, the top model Bella Hadid, French actor Pierre Niney, actress and model Aymeline Valade, director Jean- Baptiste Mondino, designer Mélanie Huynh, calligrapher Nicolas Ouchenir and singer Fai Khadra.
Charlize Theron attends the opening of the Dior castle. Photo ℅ - François Goizé for Christian Dior Parfums