House of Dior, Seoul

French luxury fashion company Dior has opened a head-turning flagship store on a highly trafficked corner in Seoul’s Gangnam District.

Sumptuously designed inside and out, the six-storey building is an architectural statement evocative of the brand’s flowing designs. Its sculptural white exterior evokes the soft folds of fabric of a formal gown, while inside a ribbon-like staircase and curved ceilings provide a modern reinterpretation of the classic Dior aesthetic.

Christian de Portzamparc and Peter Marino have crafted a flowing space that embodies the glamorous Dior aesthetic.

A draped installation from local artist Lee Bul welcomes customers into a space outfitted with wood, leather and a medley of evocative textures that speak to elegance and refinement. Polished monochromatic flooring and mirrored walls provide a stylish backdrop for products, which are minimalistically arranged within glass shelving and cabinets. Soft seating, flowing window treatments and gentle lighting provide a modern yet feminine setting for customers to explore clothing, footwear, accessories, jewellery and watches.

A VIP lounge on the third floor caters to private appointments, and classic Dior haute couture is suspended in an adjoining exhibition and gallery space featuring work from prominent contemporary artists. On the top floor guests can enjoy coffee and desserts at the opulently plush Cafe Dior operated by French pastry chef Pierre Hermé.

Glamorous and graceful, the new flagship superbly captures the timeless beauty of the House of Dior.