Coinciding with the hotly anticipated showcase of its A/W 2022 Collection in Seoul, it’s in this sprawling city where Dior has not only redefined but also stretched the term ‘pop-up store’ by constructing an entirely new building in the image of its flagship of flagships on avenue Montaigne in Paris. Also, this elevated pop-up store will remain open not just for a few weeks or months, but for the next three years. The fashion house goes the extra yard to raise its profile in this growing luxury market by opening the pop-up store in Seongsu, an emerging area of town which is also widely regarded as an upcoming upscale shopping zone. Obviously, Dior is the very first representative of fashion’s upper echelon to arrive here. As said, the building boasts the Parisian flagship store’s Haussmannian façade, and it’s set in a blooming flower garden which is a nod to founder Christian Dior‘s lifelong obsession with flowers.
The Dior Seongsu pop-up store is created by the brand’s in-house design team and is set up like a greenhouse, albeit a swanky one, featuring a frame if shimmering steel and glass. The interior design sees various settings, spiced up with original works by Korean designers, featuring a wide range of coveted Dior merchandise, including women’s apparel, sneakers, and of course, bags. A timber cage-like structure at the centre of the store features an aesthetic with fluid rounded corners which ties in with the skateboard scenography of the A/W 2022 Collection showcase held recently at Ewha Womans University. Mind you, there’s also Café Dior where shoppers can sit back in between power shopping sprees. Here, the brand collaborated with the Korean digital design company d’strict, known for its immersive media art projects, to recreate the atmosphere of the mansion in Granville, a coastal town in Normandy, where monsieur Dior spent his childhood.
Dior Seongsu
7 Yeonmujang 5-gil (Seongsu)
04782 Seoul
Telephone: +82 2 34800104
Mon-Fri 12pm-8pm
Sat-Sun 11pm-8pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
