PARIS – Dior’s newly renovated flagship on Avenue Montaigne in Paris has already spawned an offshoot. Coinciding with its first fashion show in South Korea, the French fashion house is opening a sprawling pop-up store in Seoul housed in a metal lattice structure reminiscent of the facade of its historic headquarters in Paris.
The roofless, open-air structure, erected on a former parking lot, houses a garden as well as the Dior boutique, described as “a luminous glass showcase” filled with furniture designed by Korean designers, and complete with an outdoor cafe. immersive atmosphere. video backdrop.
“These are the next generation of pop-up stores,” Pietro Beccari, president and CEO of Christian Dior Couture, told WWD. “It’s going to be very big.”
The 7,500-square-foot complex is located in the former industrial area of Seongsu-dong, which has become a working-class neighborhood filled with artisanal cafes and organic restaurants housed in repurposed warehouses, earning it comparisons with Brooklyn.
“For me, luxury is emotion and surprise. You are where people don’t expect you to be. In this area, there is no luxury at all. There are many, many young people on the weekends. It’s a meat district, it’s full of butchers,” Beccari noted. “There are a lot of little leather workshops from the 1800s. And we thought it was time to show up where people don’t expect us to be.
The temporary structure must remain in place for several years, evolving with the seasons and the collections. When it opens on May 1, the store will carry the pre-fall collection designed by Maria Grazia Chiuri, artistic director of women’s fashion, a day after its catwalk debut at the city’s Ewha Womans University.
She will also wear the Dior Chez Moi loungewear capsule; customizable sneakers and Dior Book Totes in a dedicated area.
The store’s decor will include original furniture from South Korean designers such as Kwangho Lee, whose sculptural creations are made of polystyrene foam, and Jeonghwa Seo, who fuses metals and natural materials such as wood and straw. The house’s signature toile de Jouy pattern is printed on traditional Hanji paper, made by mixing mulberry fiber and natural wood pulp.
For the Café Dior backdrop, Dior collaborated with Korean digital design firm D’strict on images inspired by the lush gardens of founder Christian Dior’s childhood home in the French seaside town of Granville.
Dior has 12 stores for women in South Korea, including its flagship House of Dior, which opened in Seoul in 2015, and five stores for men. He has held a number of exhibitions in the country and has further boosted his visibility through his relationship with Blackpink’s Jisoo, who was named as his new global fashion and beauty ambassador last year.
“Five years ago, Korea was a much smaller market for us. Now that’s super important and we’re, as we speak, gaining market share, and we’re a pretty giant brand now, so it’s time to go,” Beccari said. “I think with the show and with this amazing experience store, it’s going to be a huge boost for our morale, for our troops there, and also for customer awareness.”
Meanwhile, the Avenue Montaigne store, which reopened in March after a two-year renovation, attracts an average of 2,800 people a day to its store and restaurants, and an additional 1,500 people visit the exhibition space. permanent building known as La Galerie de Dior. On weekends, the number of visitors exceeds 5,000 a day, Beccari reported.
“It’s completely crazy, and we still don’t have a peak of tourists. Imagine Fashion Week or imagine when the Chinese tourists will be back. It’s quite incredible, ”he marveled.
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