IN SEOUL, A DIOR POP-UP SHOWS HOW RETAIL IS TRANSITIONING TO ENTERTAINMENT
Photo Courtesy of Dior
17 may 2022, for frame
Location
7 Yeonmujang 5(o)-gil, Seongdong-gu, Seoul, South Korea
Design, Brand
Floor Area
1,500 sq-m
Dior’s exclusive, ephemeral space in Seongsu-dong is designed to evolve with the seasons and new collections, marrying haute couture and Korean culture.
Key features
Situated in a garden, the Dior pop-up recalls the emblematic façade of the brand’s iconic 30 Montaigne landmark in Paris. Metallic mesh panels incorporate plants in the open-air construction. To remain open for three years, the pop-up comprises many different areas, including a Book Tote Room lounge dedicated to personalizing the bags, so-called Shoe Paradise and space for the Dior Chez Moi capsule collection. The opening follows Dior’s first fashion show in Seoul, which took cues from skate culture to establish a sense of community among a younger generation of consumers.
The location hosts an architectural module inspired by the curves of a skateboard, a nod to the recent runway. Constructed from light plywood, the structure contrasts with a luminous glass showcase, revealing the multifaceted symbols making up Dior’s brand universe. The store also displays a variety of pieces by Korean artists. Kwangho Lee developed sculptural furniture in polystyrene foam, while furniture by Jeonghwa Seo fuses metals and natural materials like wood or straw. Digital design company D'strict, meanwhile, recreated the atmosphere of Christian Dior's childhood villa in Granville, France, which can be seen from within the Café Dior.
Frame's take
The Dior pop-up is located in a former industrial area that used to be the centre of shoe production in Seoul, and is now an up-and-coming area. The objective behind the opening – which envelops a total of 1,500 sq-m and 600 sq-m dedicated to pure retail – is to create a space for the further coming together of French and Korean culture. Dior’s heritage merges with streetwear culture in the pop-up, incorporating digital functions like a visit-booking app. An all-engaging, curated experience, the brandscape is a clear statement that fashion is becoming more and more intertwined with the entertainment industry.