Dior’s recent fashion show in Seoul was a momentous occasion for the renowned luxury brand. To commemorate this milestone, Dior has unveiled a sprawling pop-up store in South Korea’s capital city. Situated in the fashionable district of Seongsu-dong, the store is a remarkable sight, reminiscent of a multi-storey building with a stunning façade inspired by Dior’s iconic headquarters in Paris.
Spanning an impressive 1,700 square meters, the store is divided into various rooms, each dedicated to a specific segment of Dior’s women’s ready-to-wear line. At the heart of the store is the Pre-Fall collection, crafted by creative director Maria Grazia Chiuri, which served as the focal point of the fashion show. Surrounding this central area are sections showcasing Dior’s exquisite shoes, handbags, and small leather goods. Additionally, visitors can explore a display case featuring the exclusive Dior Chez Moi homewear capsule collection and engage in personalizing their Dior Book Totes within a designated room.
However, the pop-up store offers more than just a fashion experience. It houses a café with a colossal screen featuring a digital trompe l’oeil garden as a captivating backdrop. This enchanting garden is a replica of Christian Dior’s childhood home gardens in Granville, Normandy. Guests have the opportunity to reserve a spot and immerse themselves in this magical setting while enjoying a beverage, as the garden transforms with the changing daylight.
This ambitious endeavor transcends beyond showcasing Dior’s products; it aims to bolster the brand’s presence in Asia and explore the potential of the thriving district in Seoul. South Korea holds tremendous strategic importance for Dior, as evidenced by its steady growth in the country, boasting 17 stores in addition to this remarkable pop-up shop.
Designed to remain in operation for at least a year and a half, and potentially longer, the pop-up store will continually introduce new capsules and collections, ensuring a perpetually captivating and fresh experience for customers. With this colossal pop-up store, Dior is making a resounding statement in Seoul, solidifying its position as a prominent player in the South Korean fashion scene.
Useful links:
1. Dior Official Website
2. Vogue: Dior’s Fashion Show in Seoul
