| FASHION
DIOR UNVEILING
new boutique in SEOUL —
SEONGSU-DONG
To mark the occasion of the maria grazia chiuri-designed fall 2022 fashion show in Seoul (April 30, 2022, at Ewha womans university), the first défilé organized by DIOR in the republic of korea, the house is inaugurating, on may 1, a unique concept store located in seongsu-dong. A former industrial zone, this district is enjoying a renaissance and represents the innovative, cutting-edge spirit of a new generation with boundless creative energy. To celebrate this Effervescence, DIOR envisioned an exclusive ephemeral space, designed to evolve with the seasons and the collections in keeping with the heritage of DIOR. Welcoming visitors, a spectacular structure recalls the emblematic façade of 30 montaigne with its metallic mesh – evoking the excellence of the couture ateliers through fabric, or as monsieur DIOR liked to call it, “the sole vehicle of our dreams.” Within this fabulous open-air construction – roofless, like a grandiose theater – is a stunning garden, inspired by both korean nature and french gardens; a nod to monsieur DIOR’s love of Flowers, dotted with activities to discover along the way. At the heart of this exceptional setting, combining heritage and audacity, the DIOR boutique, conceived as a luminous glass showcase, reveals the different worlds of the house through reinterpreted DIOR symbols. The DIOR union women’s line – created by maria grazia chiuri – is housed in an architectural wooden module inspired by the curves of a skateboard ramp, while multiple versions of the iconic DIOR book tote
48 mover-magazine.com
