Dior Unveils a New Concept Store in the Heart of Seoul

In celebration of the Maria Grazia Chiuri-designed Fall 2022 show held at Ewha Womans University, the new concept store features Dior’s contemporary and innovative spirit designed to evolve with the seasons and collections, whilst paying homage to its heritage.

Located at Seongsu-dong, the formal industrial zone, embraces visitors with the picturesque architecture that resembles the emblematic facade of the iconic 30 Montaigne with an open-air construction. The melange of Korean nature and French gardens presents an extraordinary outdoor garden as an ode to Dior’s fondness for flora and fauna.

Housed in a luminous glasshouse, the boutique transcends you to the different realms of Dior through unconventional symbolisms. The interior features structural wooden modules, which are reminiscent of the skatepark-inspired set in Dior’s Fall 2022 runway show. 

The store is accented with the Women’s Ready-to-Wear collection lineup, sneakers, bags and Cafe Dior that offers a spectacular view of the tailored greenery. The displays of the iconic cult classic Dior Book Tote bag is dedicated to a lounge - The Book Tote Room, specially designed for visitors to personalise the highly sought-after bag.

In conjunction with the structures, South-Korean designers Kwangho Lee and Jeonghwa Seo, who specialise in conceptual and sculptural furniture, have their pieces displayed in the store as well. In recognition of Korean craftsmanship, the Maison icon toile de Jouy is reintegrated on traditional Hanji paper, created with the fusion of mulberry fibre and natural wood pulp. 

The collaboration between Dior and Korean digital design company d’strict, acclaimed for its digital immersive designs, reenacts the atmosphere of Christian Dior’s childhood villa in Granville with his alluring garden filled with enchanting roses. 

This timeless experience enmeshes Dior’s heritage with its future, bringing the House’s ingenuity to the fore.