© Dior / Photography: Kyungsub Shin

Considered as one of the most dynamic capitals in the Far East, Seoul has a retail infrastructure to match, featuring a sizeable number of brands from fashion’s upper echelon. Given the maturity of the market and the voracious appetite for high-end commodities of the Korean middle class, luxury brands are constantly raising their profile. Although Parisian fashion house Dior made quite a statement three years ago by opening a purpose-built flagship store in the Korean capital’s leafy Apgujeong area, it sees room for further growth and opens a boutique on the premises of Shinsegae department store’s main branch in the upscale shopping district of Myeongdong. Situated across two levels, the interior design by Dior‘s in-house design team is elegant and clean, featuring whitewashed walls, and plenty of metal accents, captured by sleek shelving, cabinets, and clothing racks. Additional furnishings comprise of classic chairs and sofas mixed with custom-made tables and displays with a distinctly modern look. The new Dior boutique carries the brand’s full range of women’s ready-to-wear, accessories, bags and other leather goods, and shoes. Location: Shinsegae, 63 Sogong-ro, Ground Floor + Second Floor (Myeongdong).

© Dior / Photography: Kyungsub Shin