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Celebrating Dior's first runway show in Korea, the maison has debuted a temporary concept store in the Seongsu-dong neighborhood.
In celebration of Dior’s first runway show in the Republic of Korea—a presentation that took place at Ewha Woman’s University on April 30, 2022—the maison has debuted a temporary concept store in the Seongsu-dong neighborhood. A magnificent facade recalling that of the house’s Parisian home at 30 Montaigne greets patrons outdoors, its metallic mesh surface suggesting the magic of the experience that is held within. Paying tribute to Korean craftsmanship, the retail space has been outfitted beautifully with original pieces by designers from the country, like Kwangho Lee and Jeonghwa Seo, and a special toile de Jouy print on traditional Hanji paper. Displaying designs like the “Dior Chez Moi” capsule and pieces from Maria Grazia Chiuri’s “Dior Union” women’s line is an installation mimicking the curves of a skateboard ramp, set amid an environment of light and natural materials, which are then accented by reflective glass details lining the ceiling.
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