July 14, 2015: Christian Dior has opened a brand new Dior Boutique in Seoul. Nestled in the heart of the city’s elegant Cheongdam-dong, Gangnam-gu district, the innovative and unique building has been designed by the French architect Christian de Portzamparc, winner of architecture’s prestigious Pritzker Prize. The interiors have been designed by the internationally renowned architect Peter Marino.
Portzamparc’s new creation is a sculptural and fluid structure. Famous all over the world for his buildings including the LVMH Tower in New York, the outstanding House of Dior Boutique in Seoul is no exception. The voluminous folds of its bright white façade were inspired by the fabrics, shapes and movement of the toiles created in Dior’s Haute Couture Atelier at 30 Avenue Montaigne. Taking the form of twelve soaring resin and fiberglass sails that stand proud above the building’s base, itself decorated with Dior’s cannage motif, the four year process of design and construction required significant technical innovation.
The six-story Boutique will house Dior accessories, fine jewellery, watches, womenswear, shoes and menswear as well as a VIP Lounge, Gallery and Cafe Dior operated by Pierre Hermé. The Peter Marino designed interiors blend inspiration taken from Dior’s iconic Avenue Montaigne flagship in the shape of a feminine and glamorous aesthetic with the modern, delivering a timeless take on elegance that showcases the brand’s exquisite attention to detail. A carefully curated group of artworks by some of the world’s leading contemporary artists has been chosen to display throughout the store.
On entering the building, two intricate benches of woven branches and leaves created by the French sculptress Claude Lalanne take pride of place. Above them hangs an installation made of crystal, glass and aluminum by Korean artist Lee Bul, one of Asia’s leading female artists. Downstairs, with sleek architectural symmetry, luxe materials, and rich, tactile finishes, mark the new multi-dimensional retail space for Dior Homme. On the second and third levels, the carefully considered art collection continues with furniture designed by the French artists Hubert le Gall and Hélène de Saint Lager, table lamps by Véronique Rivemale, a piece by the American artist Rachel Hovnanian in the shoe salon and a ceiling covered in the beautiful liquescent mirrored glass decoration of the artist Rob Wynne.
An exclusive VIP Lounge and Gallery to be used for private appointments sit on the fourth floor, with a reception featuring six framed drawings by the Austrian artist Lucas Zallmann and a sculpture by Carmelo Tedeschi. Step through into the adjoining gallery to find a pair of Innerblow benches by Nendo, lamps by Curtis Jere and a console by Juan and Paloma Garrido. Upstairs, the rooftop Cafe Dior by French pastry chef Pierre Hermé, is the perfect place to discover the unique world of tastes, sensations and pleasures of the Maison Pierre Hermé Paris. The menu includes a carefully selected range of macarons, chocolates, ice cream and cakes as well as a special selection of Pierre Hermé Paris drinks and will evolve and grow according to the seasons and desires of Pierre Hermé.
To celebrate the opening of this new boutique, Dior has launched a Limited Edition collection to be sold exclusively in Korea. Featuring handbags and accessories including special versions of iconic Dior items, all of the pieces will be numbered and engraved with the words “Limited Edition."
