Dior opens a giant pop-up store in Seoul
To mark the occasion of Dior's first fashion show in South Korea that took place on April 30 in Seoul and presented its pre-Fall 2022 womenswear collection, the French luxury house opened a stratospherically large pop-up store in the South Korean capital adopting a completely novel concept that is scheduled to run for several years.
Located in Seongsu-dong, a former abandoned industrial district that has become quite trendy, the store surrounded by French gardens extends upwards, resembling a multi-storey building, spreading over an area of nearly 1,700 square meters. The huge metal mesh structure covered by a glass roof recalls the façade of an old Parisian building inspired by the company's newly renovated historic headquarters at 30 Avenue Montaigne.
The store contains multiple rooms inside, each dedicated to a specific segment of the women's ready-to-wear line. A wooden unit at the center of the space houses the Pre-Fall collection designed by creative director Maria Grazia Chiuri, which was the fashion show’s focal point. Surrounding the unit is a shoe section, where the brand’s sneakers take pride of place, as well as another area dedicated to handbags and yet another for small leather goods. A display case showcases the Dior Chez Moi homewear capsule collection, while a designated room allows clients to customize their Dior Book Totes.
The complex additionally houses a café complete with a giant screen that reproduces a beautiful digital trompe l'oeil garden as a backdrop: a replica of the gardens of Christian Dior's childhood home in Granville, Normandy. Upon reservation, guests can enjoy a drink surrounded by this magical garden as it changes according to the daylight outside.
The large-scale venture allows Dior to both communicate and strengthen its foothold in Asia, and, most importantly, to test the waters of the newest up-and-coming district in Seoul, a strategic market for the fashion house. Dior, the LVMH group's flagship brand, has been growing steadily in South Korea, where it now boasts 17 stores in addition to this pop-up shop. The latter was designed to remain in place for at least a year and a half, or longer if need be, offering new capsules and collections from season to season.
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