shop - DIOR - The House of Dior - Seoul, South Korea.

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Dior’s newest address is to be found in Seoul. Its curvaceous architecture designed by Christian de Portzamparc conceals a wealth of surprises. In a decor made of wood, lacquers, leathers, amazing weaves and innovative melanges to excite the senses, Peter Marino has chosen to welcome visitors with a suspended sculpture by Korean artist Lee Bul. The staircase is conceived as an unfurling ribbon that guides shoppers to the women’s ready-to-wear collections, leather goods, shoes, jewelry, watches and perfumes. Also there is a Dior Homme space, and an art gallery with a private salon where photographs by Robert Polidori, among others, are on show.
The top floor is home to the Café Dior by Pierre Hermé. The animation Movie Toile by Oyoram is placed around the staircase. These video works, conceived as portholes, reveal fabrics in movement, timepieces and Paris cityscapes. This new, full-sized location perfectly evokes the history of the House in the most contemporary of visions.

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