Dior presents its new Concept Store in Seoul

Dior opened a pop-up store inspired by its Avenue Montaigne flagship in Seoul

To mark the Dior Fall 2022 fashion show dreamed 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 neighborhood 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 a decor punctuated by 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*.

As a final surprise, Dior has joined forces with the digital design company d’strict, renowned for its immersive media art, in order to recreate the atmosphere of Christian Dior’s childhood villa in Granville. A timeless experience, connecting Dior heritage with the future, exalting the enduring modernity of the House.

Photography: © Kyungsub Shin @kyungsub.shin

*Reservations can be made on the Dior Seongsu mobile app, which can be downloaded from the official Dior website.

Credits: © Courtesy of Christian Dior Couture