Update (December 12, 2024) – Dior Gold House has now launched amidst flourishing gardens. This new space is spread over around 1,000 square meters and is adorned entirely in gold. The décor is outfitted in natural materials such as bamboo, wood and raffia. Upon entering, visitors are greeted with installations by Boonserm Premthada (made from elephant footprints); Saran Yen Panya of 56thStudio – who has reinterpreted the iconic tuk-tuk of Bangkok streets, while sculptures by Wishulada Panthanuvong subtly decorate the interiors. Armchairs by Eggarat Wongcharit punctuates one of the boutique’s rooms, supplemented by artistic yet functional furniture by the Sumphat duo – Rush Pleansuk and Philippe Moisan. Artists Vassana Saima and Savin Saima of Vassana have made a series of Lady Dior bags out of bamboo, evoking traditional floral art, presented in a dedicated space.
Café Dior by Mauro Colagreco is decked up with a delicate installation, featuring enchanting flora and fauna entirely in bamboo, and furniture by Saran Yen Panya, Creative Director of 56thStudio. The Michelin three-starred chef – Chef Colagreco – shares Christian Dior’s fervent love of gardens and botany, which is reflected through the sumptuous desserts and pastries he has devised for the Cafe. Among these are a sweet treat marrying the round notes of pandan – a tropical plant native to Asia – with the zesty aromas of combava and lime; an iced cone combining rose milk with fresh lychee and raspberry; and a range of pastries with pistachio, vanilla or passion fruit. Chef Colagreco has also concocted a series of cocktails capturing the essence of flowers, from neroli to jasmine and lavender.
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Asia has become home to some of the world’s fastest-growing fashion markets, and now, riding the wave of Thailand’s burgeoning luxury scene, French fashion powerhouse Dior is set to open a new store in the heart of Bangkok. This space promises to showcase the best of Dior’s iconic creations while celebrating the vibrant local culture.
Known as the Dior Gold House, the boutique embodies the brand’s dedication to blending local influences with its international identity, offering visitors a one-of-a-kind experience that merges global luxury with Thai creativity.
In addition to its stunning collections, the store will feature works by local artists, further highlighting the cultural fusion at the heart of Dior’s new venture. A key attraction will be the café, where visitors can indulge in decadent sweets crafted by Michelin-starred chef Mauro Colagreco, who also leads Bangkok’s Côte. Chef Colagreco, renowned for his three Michelin stars at Mirazur in Menton, France, brings his culinary expertise to this exciting new venture in Thailand.
Drawing inspiration from the architecture of the iconic 30 Montaigne flagship in Paris, the store presents a refined ambiance where Dior’s timeless elegance seamlessly intersects with the works of prominent Thai artists. The temporary structure will remain in place for two years, evolving alongside the changing seasons and the collections designed by Maria Grazia Chiuri and Kim Jones, the creative directors for womenswear and menswear, respectively.
Thai artists whose works will be showcased at the store include Korakot Aromdee, Wishulada Panthanuvong, Saran Yen Panya of 56th Studio, Thai architect and designer Rush Pleansuk, Philippe Moisan of Sumphat Gallery, and Boonserm Premthada. Notable for their bamboo basketry, Vassana Saima and Savin Saima of Vassana, alongside Eggarat Wongcharit, further enrich the space with their artistry. This dynamic fusion celebrates exceptional craftsmanship and deepens the dialogue between Dior and Thailand’s vibrant creative heritage.
Popular Thai actors Tontawan Tantivejakul, Nattawin Wattanagitiphat (Apo), and Phakphum Romsaithong (Mile) serve as the country’s official brand ambassadors.
This innovative Dior space, located on Ploenchit Road in the heart of Bangkok’s Ploenchit district, offers a unique fusion of art and fashion, and is set to open on December 8, 2024.
