To mark the Dior Fall 2022 fashion show dreamt up by Maria Grazia Chiuri, which took place in Seoul on April 30, Dior has inaugurated a new concept store in the heart of Seongsu-dong, a neighbourhood driven by an innovative, cutting-edge spirit.
This unique ephemeral space, conceived to evolve with the seasons and collections, welcomes visitors in a spectacular structure reminiscent of the legendary façade of 30 Montaigne. Within this fabulous open-air construction, a stunning garden is revealed, inspired by both Korean nature and jardins à la Française — a celebration of Monsieur Dior’s love of flowers.
Resembling a luminous glass conservatory, the Dior boutique reveals — in decor punctuated with original pieces by Korean designers — the different domains of the House, from women’s ready-to-wear to iconic sneakers and bags, along with a Café Dior, reservations for which can be made via the Dior Seongsu mobile app that can be downloaded from the maison’s website.
As a final surprise, Dior has joined forces with the digital design company d’strict, renowned for its immersive media art, to recreate the atmosphere of Christian Dior’s childhood villa in Granville.
It is a timeless experience, connecting its heritage with the future and paying tribute to the brand’s enduring modernity.
Dior Seongsu is located at 7 Yeonmujang 5-gil, Seongdong-gu, Seoul. Open from Mondays to Friday, noon to 8pm; weekends, 11am-8pm.
This article first appeared on May 16, 2022 in The Edge Malaysia.