Dior opens a monumental ephemeral complex in Seongsu-dong, Seoul

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Dior’s recently renovated flagship on Avenue Montaigne in Paris has already spawned offshoots, of which this new concept store in the heart of Seongsu-dong, Seoul, is a perfect example.

The monumental pop-store was inaugurated at the end of last month, following the Dior’s first and buzzy fashion show in the South Korean capital. Located in the heart of Seongsu-dong, a former disused industrial district that has become trendy – the area, filled with artisanal cafes and organic restaurants located in repurposed warehouses, is now compared to Brooklyn, a borough of New York – the concept store is a wire mesh structure, recalling the emblematic façade of 30 Montaigne and evoking the excellence of the couture ateliers through fabric, or as Monsieur Dior liked to call it, “The sole vehicle of our dreams”.

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Dior opens a monumental ephemeral complex in Seongsu-dong, Seoul

The multi-story building, spanning nearly 1,700 square meters, is roofless and open-air. It houses the Dior boutique of course, and a garden inspired by both Korean nature and French gardens: a celebration of Monsieur Dior’s love of flowers.

The temporary structure will remain in place for several years, and will evolve with the seasons and collections.

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Designed like a luminous glass roof, the store reveals – in a decor punctuated by original pieces by Korean designers such as Kwangho Lee and Jeonghwa Seo – the brand’s different universes, from women’s ready-to-wear – including Maria Grazia Chiuri’s Pre-Fall 2022 collection presented for the first time in South Korea – to iconic sneakers and bags.

The ephemeral space also houses a Café Dior for which the House collaborated with the digital design company D’strict, which recreated the atmosphere of Christian Dior’s childhood villa in Granville. Images inspired by the lush gardens of the founder’s childhood home were projected onto the walls of the Café to create an immersive atmosphere.