Dior pop-up in Seoul
What: Dior Seoul has redefined the term 'pop-up store' by constructing an entirely new building in the image of its flagship of flagships on avenue Montaigne in Paris.
Why is it important: This elevated pop-up store will remain open not just for a few weeks, but for the next three years. The fashion house goes the extra yard to raise its profile in this growing luxury market by opening the pop-up store in Seongdong, an affluent area of town that is regarded as an upcoming upscale shopping area.
The Dior pop-up store is created by the brand's in-house design team and is set up like a greenhouse, featuring a frame of shimmering steel and glass. The interior design sees various settings, with original works by Korean designers, featuring a wide range of coveted Dior merchandise. A timber cage-like structure at the centre of the store features an aesthetic with fluid rounded corners. The café Dior where shoppers can sit back in between power shopping sprees and enjoy a recreated atmosphere of the mansion in Granville, a coastal town in Normandy, where monsieur Dior spent his childhood.