Dior has opened a new concept store in Seoul. The reopening followed the runway show of the fall 2022 collection presented in the South Korean metropolis on Saturday, the French fashion house announced on Sunday. The store will “change with the seasons and collections”.
The architecture features various elements that are reminiscent of the Dior building on Avenue Montaigne in Paris as well as reflecting Korean design and culture. For example, the facade is a modern interpretation of the Parisian building. The use of glass, metal and wood references the industrial history of the Seongsu-Dong district where the concept store is located.
The different materials are also used to delimit the space – the Dior Union line for women is presented in the wooden module in the middle of the store. Dior’s signature Book Tote is displayed in a variety of styles in a dedicated Dior Tote Room.
The furniture comes from Korean designers such as Kwangho Lee and Jeonghwa Seo. The concept store features a Dior cafe for which Korean Digital Design Company D’Strict, a digital art company, created an immersive installation – the walls feature a projection of a flower garden, echoing the vibe of the villa , in which Christian Dior grew up.
