Dior, came to Korea

Dior Seongsu Concept Store

What street comes to your mind first when you think of luxury culture in Seoul? You will be reminded of Cheongdam-dong, where the Galleria Department Store, which first introduced the luxury brand in Korea. As these luxury brand consumers have recently changed to the MZ generation, luxury brands are also focusing their attention on opening stores in Seongsu-dong, where the MZ generation gathers. Among them, the brand that started is DIOR, which has already opened a Dior Addict pop-up store (Seongsu-dong, cafe: SCENE) once. Dior's love for Korea is hosting a 2022 Fall fashion show at Ewha Womans University. Let's visit the Dior Seongsu Concept Store that opened in Seongsu-dong!

Dior Seongsu Concept Store

I don't know how you're marketing the brand Dior, but based on the information exposed to the media, Dior Addict pop-up store in Seongsu-dong, the first Dior fashion show in Korea at Ewha Womans University, and the third Dior Seongsu concept store in Seongsu-dong! It seems that they are building up stories about Dior in Korea one by one.
Dior Seongsu, which I visited today, is within 5 minutes of walking distance from Seongsu Station on Line 2, and is located within 100m from [Polo & Musinsa Pop-up Store] posted yesterday. With the opening of Dior Seongsu, there are so many hot people in Yeonmujang-gil in Seongsu-dong.

Address: 7, Yeonmujang 5-gil, Seongdong-gu, Seoul, Republic of Korea

 

On-Site Booking

I think reservation is not easy, so I decide to visit in person on weekdays and apply for waiting. For those who are thinking of visiting Dior Seongsu Concept Store, I recommend you not to eat something. Visit there and ask for a wait first, and the waiting time is about two hours, so eat at that time. You can save time.

The reservation is already closed until June.

I asked the waiting management staff if I could make an on-site reservation. They told me that I needed to wait for about an hour and a half, so I made a reservation, and I waited at a nearby coffee shop. In order, you will be contacted by Kakao Talk through a channel called Now Waiting, and you will have to come to the store within 10 minutes, so I recommend you not to go too far and spend time at a nearby coffee shop or restaurant. It's usually 2 hours of waiting on weekends, so it would be good to use this time to have lunch.

 

 

Introduction of Dior Seongsu Concept Store

Finally, after waiting for two hours, I entered the store.
Dior, who especially loved flowers, decorated gardens throughout the building. If you look at the entrance of the store, there is a harmony between East and West with French roses and Korean pine trees. From the garden to the chairs and furniture inside the store were all composed of works by Korean artists When you enter the store, each team connects with a manager and talk about the story of Dior's Seongsu store. The store is largely divided into four zones.

● Zone 1, right side of entrance: Dior Ladies Bag and Saddle Bag are mainly displayed.
● Zone 2, Scarf Section: Dior, who was interested in astrology, reflected constellations in the scarf and developed into innerwear during the Corona era.
● Zone 3, Book tote bag: In the case of Book tote bag, you can see the product that can only be purchased in Dior Seongsu.
● Zone 4, Main Section: Fashion Show at Ewha Womans University, where the main stage consists of a huge skating rink, inspired by a sporty skateboard by designer Maria Grazia Chiuri. Especially, it's amazing that the curves of the skating rink are made of wood. And I could feel Dior's recycling spirit because all the stage materials used in Ewha Womans University fashion show are recycled.

In the Book tote section, Zone 3, there is a digital space where you can experience what it feels like when you index the letters you want to a book tote bag. They send the video directly to your cell phone, so you can keep the video for yourself. It was also very eye-catching that all the furniture inside and outside the store was made by Korean designers. It was a store where Dior's affection for art and Couture's charm were more prominent by filling the store with Korean designers' works.