DIOR PRESENTS ITS NEW CONCEPT STORE 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.
*Reservations can be made on the Dior Seongsu mobile app, which can be downloaded from the official Dior website.
On May 1, 2022, Dior will be marking the occasion of the Maria Grazia Chiuri-designed fall 2022 fashion show – its first to be held in the Republic of Korea* – with a unique concept store in Seoul’s Seongsu-dong district, which is undergoing a renaissance thanks to the cutting-edge innovation and boundless creative energy of a new generation. To celebrate this effervescence, Dior has created a unique ephemeral space – complete with a marvelous garden – designed to evolve with the seasons and the collections. The spectacular showcase pays tribute to 30 Montaigne, while featuring Korean designers and an immersive media art by digital design company d'strict, in a celebration of the audacity and inventiveness so dear to the House.
* April 30, 2022, at Ewha Womans University
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