Dior Opens Château de La Colle Noire to Connect Fragrance With Its Heritage

The wider LVMH open-days event ran from October 16 to 18, 2026. Dior’s itinerary connected gardens, vineyards and olive groves with the restored château, placing the fragrant traditions of Grasse alongside Christian Dior’s taste for interiors and art.

Inside, visitors encountered a newly unveiled La Colle Noire herbarium by artist and botanist Christine Chertemps. Five haute couture dresses dedicated to Miss Dior were displayed on the Grand Escalier, bringing the fashion house’s clothing and fragrance identities into the same route.

An olfactory workshop explored perfume raw materials and the scents made from them. The visit also included Jean-Michel Othoniel’s stained-glass windows at the Sainte-Anne Chapel, adding a contemporary artistic element to the heritage programme. The useful connection is between product education and place.

A fragrance counter can introduce a finished scent; this format made its botanical references, artistic associations and house history part of the experience.