Dior Opens "Gold House" Concept Store in Bangkok
A replica of the Paris HQ exterior stands in a striking skin of golden tiles and surrounded by green gardens.
Dior hopes to strike gold in Thailand, opening its sprawling concept store in the capital city of Bangkok Dior Gold House. Situated in front of the Central Embassy Mall and the Park Hyatt the facade of Dior’s Paris HQ is reproduced as the outer shell of the compound and clad in golden tiles–a hue that Thai culture holds in deep affinity.
The slump in luxury sales was an omnipresent point of discourse this year, prompting some leaderzs to accelerate existing efforts to tap rising regions. Dior focuses in on the Asia Pacific Region, where Thailand sees promise with a personal luxury goods market set to reach $2.4 billion USD (83.8 billion Thai baht) in retail value according to Business of Fashion.
Dior makes a bold statement for its audience, conceived by visual merchandiser Luca Albero and resulting in 6700 sqft of gardens and 860 sqft of interior space. The opening reception on December 8, drew appearances from ambassadors including BLACKPINK‘s Jisoo, along with major Thai celebrities like Tontawan “Tu” Tantivejakul and Nattawin “Apo” Wattanagitiphat. The latest collections under creative directors Maria Grazia Chiuri and Kim Jones were displayed alongside Thai-exclusive merchandise like the Lady D-Joy bag.
From the surreal architecture to the bespoke furniture, all is meticulously designed to evoke Dior’s dream-like world and honor Thai artistry. The store also displays works of art by Thai artists like works of Korakot Aromdee, Wishulada Panthanuvong, Saran Yen Panya of 56th Studio, Rush Pleansuk and Philippe Moisan of Sumphat Gallery, Boonserm Premthada, Vassana Saima and Savin Saima of Vassana and Eggarat Wongcharit. Finally, a Dior Cafe is included at the destination, serving refreshments and sweets by Chef Mauro Colagreco.
The Dior Hold House is open now at the following address:
1029 Ploenchit Road, Lumpini, Pathumwan, Bangkok.
