DIOR Seongsu Concept Store

Yarō Studio supported Dior's Visual Merchandising team during the development of a landmark project in Seoul's district Seongsu-dong, a former shoe-manufacturing district now best known for fashion pop-ups, cafés and restaurants. Set among workshops and warehouses, the project is a reinterpretation of joint French and Korean cultural aspects aiming to attract a young audience. The newly built freestanding store's design recalls Dior’s Avenue Montaigne flagship boutique in Paris, reimagined in metal mesh with a sophisticated lighting system that makes the façade shift from transparent to opaque, gradually unveiling a transparent glass building inside. Featuring works by local designers Kwangho Lee and Jeonghwa Seo, the interior intertwines Asian and European designs, while the Seoul-based agency D’Strict creates digital animations for Dior’s Café. The surrounding landscape adds color and vibrancy to the rather industrial neighbourhood.