christian de portzamparc + peter marino design seoul’s dior boutique

prominently positioned on a corner in the gangnam-gu district in seoul, is the french fashion house dior‘s new boutique. the building has been designed by architect christian de portzamparc and internally, decorated by peter marino. reflecting the luxury brand’s longstanding legacy and influence in the fashion industry, the french architect has created a six-storey structure which is delicately wrapped by white and oversized petal-like panels- most likely referencing florals that is popular among dior’s signature designs.

image courtesy of dior | main image by kyungsub shin, courtesy of dior

the fluid and gentle curving exterior protects the steel and glass building which houses floors dedicated to everything the brand has to offer. this include accessories, men and women’s clothing, along with exhibition space, a VIP lounge and a dior café, where customers can enjoy deserts and coffee directed by pierre hermé. american architect peter marino was charged with the interiors where he blends a combination of textures on the ceilings, walls, and floors to evoke an overall refined, elegance throughout. opening its doors tomorrow, the boutique will become a distinctive addition to the fashionable korean neighborhood.

oversized petals characterize the exterior
image courtesy of dior

peter marino designed interiors
image by kyungsub shin
courtesy of dior

clothing has been suspended on display
image by kyungsub shin
courtesy of dior

spiral staircase
image by kyungsub shin
courtesy of dior