Explore the exceptional new Dior concept store opened in Seoul’s Seongsu-dong district, a rapidly transforming quarter that was once the center of shoe production in the city. In a luxuriant garden setting, the glass structure is fronted by a metal mesh recreation of the 30 Montaigne facade, changing from transparency to near opacity depending on the time of day. The 1500m2 total surface area features a central space devised to evolve each season, currently containing pieces from the new Fall 2022 by Maria Grazia Chiuri collection in a module inspired by the show’s skatepark-style set. French and Korean culture combine in the decor as well as in elements such as the digital possibilities provided by the personalization in the dedicated Dior Book Tote room. An area devoted to the Dior Chez Moi capsule and a Shoe Paradise bring additional singularity. The walls of the Café Dior extend the digital experience with animated walls in a magical evocation of Monsieur Dior’s childhood villa and rose garden at Granville.

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