Dior wraps Bangkok concept store in golden replicas of HQ facade

https://www.dezeen.com/2024/12/16/dior-golden-house-concept-store-bangkok/





Fashion house Dior has unveiled the Gold House concept store in Bangkok, which is surrounded by facades modelled on the brand's headquarters in Paris. Set on a former carpark in Bangkok's Ploenchit district, the 1,000-square-metre store is named Dior Gold House after its distinctive facade treatment.







The single-storey, mirror-clad store is entirely surrounded by a false facade wall covered in one million gilded golden tiles. Punctuated by 300 windows, the facade is made up of multiple replicas of Dior's headquarters at 30 Avenue Montaigne in Paris, where Christian Dior established the fashion house in 1946. These elevations tower above the store and enclose a pair of plant-filled courtyards and a covered patio for the cafe. While the exterior is covered in golden tiles, the walls' inner surfaces are cloaked in mirrors, matching the exterior of the store hidden inside.







The store has two main entrances, with visitors passing through one of the courtyards to enter. Inside are a series of six spaces finished with natural materials including bamboo, wood and raffia described by Dior as "refined, ultra-contemporary and sublimated". Spaces are dedicated to all of the fashion house's divisions with Maria Grazia Chiuri’s womenswear and Kim Jones' menswear, as well as the Dior Maison collections.









At the centre of the building is a domed, central space topped with a star, while a cafe serves dishes by Michelin-starred chef Mauro Colagreco. Throughout the store and its surrounding grounds are artworks designed by nine different Thai artists. The works include a stool imprinted with an elephant footprint, designed by the founder of Bangkok Project Studio Boonserm Premthada.

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