Dior’s 6-floor flagship boutique in Seoul opened its doors to the public on June 20. The fashion monument conceals a wealth of surprises. Inspired by the House’s haute couture, its immaculate facade, all curves and counter-curves, resembles immense lengths of fabric, finely stitched together, erupting from a metal cane framework, like a Dior gift begging to be opened. Nestled in the heart of Cheongdam-dong, Gangnam-gu district, the twelve soaring resin and fibreglass sails give the building a unique identity. Architect Christian de Portzamparc explains, “I thought about the movement of the fabrics, the weaving effects, and I created a facade that would explore these elements. This white softness is like the couturier’s toile when he’s at work. It has a sense of movement that plays with light. This sculptural suppleness was my starting point.”In a decor made of wood, lacquers, leathers, amazing weaves and innovative melanges to excite the senses, Peter Marino has chosen to welcome visitors with a suspended sculpture by Korean artist Lee Bul.The staircase is conceived as an unfurling ribbon that guides shoppers to the women’s ready-to-wear collections, leather goods, shoes, jewelry, watches and perfumes as well as to the Dior Homme space.An art gallery with a private salon puts on show paintings by Marc Polidori, among others.
The top floor is home to the Café Dior by Pierre Hermé.Invited to create morsels of gourmet deliciousness for visitors to the new House of Dior boutique in Seoul, pastry chef extraordinaire Pierre Hermé has developed an exclusive offering for the House. The menu at the Dior Café by Pierre Hermé includes flavors from far-off lands and culinary discoveries.