Christian De Portzamparc And Peter Marino Create Garment-inspired Boutique For Dior

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Towering fibreglass panels modelled on the tailoring of Dior clothes envelope the style brand’s new boutique in Seoul, created by architect Christian de Portzamparc and Peter Marino .

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

The creating was designed by de Portzamparc for a corner plot in the luxury Gangnam buying district, and also includes a gallery and cafe. It stands on the thoroughfare as the Leong Leong-designed 3.one Phillip Lim retailer, and close by the Paul Smith and Acne branches.

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

The sculptural white fibreglass panels, every measuring 20 metres tall, gently undulate in an try to depict the fluid movement of clothing created in Dior’s Haute Couture Atelier in Paris.


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Some panels curl close to the side of the creating, whilst other folks component more than the entrance to create an arched opening to the 6-storey keep, which sells both Dior mens and womenswear lines as nicely as add-ons.

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

“I desired the creating to signify Dior and to reflect Christian Dior’s function. So I wished the surfaces to flow, like the couturier’s soft, woven white cotton material,” explained de Portzamparc.

“These surfaces, which soar into the sky and undulate as if in movement, crossed by a number of lines, are made from long moulded fibreglass shells, fitted collectively with aircraft precision.”

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

“In Seoul, where the quadrangular buildings align with the avenue, and which are all occupied by foremost global trend labels, the creating stands out like a huge sculptural tribute to Dior, inviting everyone to step within.”

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

The panels were formed over giant wooden moulds and laid above a metal framework to create the shopfront. An inner layer of perforated anodised aluminium panels overlap above the glass doorway, producing an arched opening.

Dior Boutique in Seoul by Nicolas Borel Christian de Portzamparc Photograph by Nicolas Borel

“The entrance, in which two shells come collectively, is a sort of contemporary lancet arch, in which two metal mesh surfaces cross in line with the clothing metaphor,” stated the architect.

A glazed cafe serving typically French fare in the form of macarons and pastries by confectionist Pierre Hermé is concealed behind wavy fibreglass balustrades at the top of the six-storey creating.

Dior boutique by Christian de Portzamparc

Peter Marino developed the interior, which features monochrome tiled floors, mirrored walls and material draped candlers.

Slivers of glass inserted in the joins amongst panels aid to naturally light the store floors. The luxuriously glossy interiors are paired with contemporary artwork and furnishings, including Innerblow glass benches by Japanese style brand Nendo.

Dior boutique by Christian de Portzamparc

Private appointments can be held in the VIP Lounge and Gallery on the third floor, which has a reception region decorated with drawings by Austrian artist Lucas Zallmann and a sculpture by Carmelo Tedeschi.


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To mark the opening of its new boutique in Asia, Dior launched the Limited Edition selection of handbags and accessories to be offered solely in Korea.

Dior boutique by Christian de Portzamparc

Marino has previously created shop fit-outs for many higher-calibre vogue brands including Louis Vuitton’s London branch and the Dior flagship in Tokyo.

Christian de Portzamparc’s past projects include a museum focused to Belgian artist and Tintin author Hergé and a concrete arts complicated in Rio de Janeiro.

Photography is courtesy of Home of Dior Seoul.


Project credits:

Neighborhood architect/venture manager: DPJ &amp Partners
Fibreglass facade growth: DPJ &amp Partners, Architecture Design and style Base
Structural engineer: CS Structural Engineering
GFRP facade high quality handle: Bureau Veritas
Lighting designer: L’Observatoire Worldwide
Principal contractor: Kolon Global Corporation
GFRP facade sub-contractor: Style Base
Metal facade and curtain wall sub-contractor: Iljin Unisco

Dior Boutique in Seoul by Christian de PortzamparcGround floor plan Dior Boutique in Seoul by Christian de PortzamparcThird floor program Dior Boutique in Seoul by Christian de PortzamparcFourth floor prepare Dior Boutique in Seoul by Christian de PortzamparcRoof plan Dior Boutique in Seoul by Christian de PortzamparcSegment

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