Dior strikes hard in the land of the morning calm. In this market, which is not really a market that loves fashion and innovation, audacity has indeed paid off.
On April 30, the LVMH group’s House organized its first fashion show in Korea, in Seoul, its capital. In addition to this presentation of the Fall 2022 pre-collection designed by Maria Grazia Chiuri, the House opened an ephemeral concept store, completely new and spectacular, in the heart of Seongsu-dong.
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This one, which will evolve with the seasons, capsules and collections, should last at least a year and a half, if not more…
The area in which it is located, animated by an innovative and disruptive spirit, was not chosen by chance : this industrial wasteland has now become hype.
The unique ephemeral space is housed in a spectacular metal mesh structure, whose façade is reminiscent of the emblematic 30 Avenue Montaigne in Paris. At its heart, covered by a glass roof, the shop spreads over a surface area of nearly 1,700 square metres, pulled upwards by a luminous glass roof.
Gardens.
All around, inside the building but under the open sky, the visitor discovers an equally impressive garden, “inspired by both Korean nature and French gardens”, which is meant to be “a celebration of the love of flowers dear to Monsieur Dior”.
In the shop itself, there are several areas dedicated to a universe of the women’s ready-to-wear line.
Maria Grazia Chiuri’s pre-collection, presented during the show, was displayed in a central wooden module. All around, the house’s trainers are featured, followed by bags and small leather goods in ad hoc spaces. Finally, a case houses the capsule collection of Dior Chez Moi homewear, while a room is dedicated to the personalisation of Dior Book Tote bags. All of this is set in a décor punctuated by original pieces by Korean designers.
The place also allows you to have refreshments at the Café Dior, provided you have booked on the Dior Seongsu mobile application, which can be downloaded from the official Dior website. The immersive and digital experience deployed there should indeed seduce : on a giant screen, the decor of the garden of Christian Dior’s childhood home, in Granville, Normandy, will change according to the hours and lights of the day. This animation was created in collaboration with the digital design company d’strict.
With this new unique location, which adds to an already 17 previous shops, Dior should further expand its aura in Korea.
Read also > WITH MONSIEUR DIOR, JEAN IMBERT SIGNS A RESTAURANT BETWEEN TRADITION AND RENEWAL
Featured photo : © Dior
