Dior unveiled it’s latest concept store in Seongsu-dong, an eclectic region of Seoul known for it’s industrial warehouses, craft beers and organic restaurants. Known as “The Brooklyn of Seoul”, the district is home to many young designers and artists who specialise in everything from handmade shoes to contemporary art.

Making it’s debut hand in hand with the brand’s first ever runway show in Korea, the French fashion giant opened it’s new store, with a the facade giving homage to it’s iconic 30 Montague flagship in Paris.

Dubbed as “the next generation of pop-up stores” by Pietro Beccari, Chairman and CEO of Christian Dior Couture, the sprawling store opened its doors on 1 May and will stay open for a short period of time. 

The 1500m2 total surface area features a central space devised to evolve each season, currently containing pieces from the new Fall 2022 by Maria Grazia Chiuri collection in a module inspired by the show’s skatepark-style set. The open-air boutique features a garden and lounge, with furniture by various Korean designers including Kwangho Lee and Jeonghwa Seo. 

French and Korean culture continue to combine in the decor as well as in elements such as the digital possibilities provided by the personalization in the dedicated Dior Book Tote room. An area devoted to the Dior Chez Moi capsule and a Shoe Paradise bring additional singularity. The walls of the Café Dior extend the digital experience with animated walls in a magical evocation of Monsieur Dior’s childhood villa and rose garden at Granville.”

“For me, luxury is emotion and it’s surprise. You are where people don’t expect you to be. In this quarter, there’s no luxury at all. There are many, many young people at the weekend. It’s a meatpacking district, it’s full of butchers,” Beccari noted on WWD.

South Korea is now the seventh largest luxury goods market in the world, according to market research firm Euromonito. Dior’s website lists almost 25 boutiques across South Korea, including seven in Seoul’s exclusive Gangnam district.

Dior Seoul Concept Store
7, Yeonmujang 5-gil, Seongdong-gu
Seoul, Republic of Korea

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by Amanda Johnstone