Seoul's trendy Seongsu-dong neighbourhood is welcoming a new resident — Dior's latest concept store, Dior Seongsu. The French luxury fashion house's new pop-up space will be joining speciality coffee stores and restaurants as well as other high-end boutiques in the so-called "Brooklyn of South Korea".
French-style gardens in the heart of Seoul
The Dior Seongsu store features a whimsical interior design inspired by French gardens.
The sprawling 7,500 square foot pop-up store's open-air design pays homage to the classy facade of Dior's 30 Montaigne boutique — the luxury brand's birthplace and original home. The space is spruced up with beautiful floral details that will remind you of a greenhouse.
Inside, you'll see sleek wooden structures which were also used as the runway for Dior's Fall 2022 ready-to-wear fashion held at Ewha Woman's University.
Dior held a runway show in Seoul for the first time.
In the mood to treat yourself? You'll be delighted to know that you can already snag pieces from Dior Creative Director Maria Grazia Chiuri's recently unveiled fall collection at the pop-up store. Dior Seongsu will also showcase the Dior Chez Moi loungewear collection, Dior book totes and Dior sneakers. Furniture by local Korean designers Kwangho Lee and Jeonghwa Seo is also featured in the space.
Dior sneakers will be available at Dior Seongsu.
After shopping, you can head to the otherworldy Dior cafe which displays the immersive media art of Korean digital design company d'strict. The cafe boasts a whimsical digital background that will visually transport you to the gardens of Christian Dior’s childhood home in Granville.
Dior Seongsu is located at 7 Yeonmujang 5-gil, Seongdong-gu, Seoul and is open from Mondays to Friday (12PM to 8PM) and on Saturdays and Sundays (11PM to 8PM).
Next, check out your favourite Dior perfumes reimagined as bouquets.
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