With Dior Gold House, which officially opened in Bangkok on December 8, the French Maison has found a new muse in the Thai capital.
An extraordinary stopover on the ‘Dior Around the World’ odyssey – the second concept store of its kind globally after Seoul, South Korea – Bangkok’s Dior Gold House in the prime Ploenchit shopping district invites visitors to a bewitching immersion of a reinvented “kingdom of dreams” that will evolve according to the seasons and collections, all the while highlighting the cultural richness of Thailand.
The spectacular architectural structure – adorned entirely in gold, Dior’s eternal code – is set in a tropical garden and takes its design cue from the façade of the townhouse at 30 Avenue Montaigne, often referred to as the cradle of Parisian haute couture, and where Monsieur Dior founded his Maison in 1946.
The impressive architectural design serves as a gateway to a world that unfolds in layers and with fascinating stories, each corner offering something to discover. Inside, the 1,000-square-metre space invites visitors to explore the magical world of Dior and its signature elegance in an exquisite marriage with Thai artisanal crafts – an ode to the captivating heritage of Thailand, merging cultures and savoir-faire.
From Maria Grazia Chiuri’s Ready-to-Wear collections to Kim Jones’ latest Menswear, including shoes, accessories, bags, jewellery and the Dior Maison lines devoted to tableware, each area comes to life in a refined, ultra-contemporary space that’s sublimated by natural materials such as bamboo, wood and raffia, and where Dior symbols shine – from the lucky star to toile de Jouy, or the essential Plan de Paris print.
As an exquisite interlude, Café Dior offers a delicate pause suffused with delectable elegance, a veritable voyage of the senses. Combining gourmet pleasures with the French art of entertaining, it unveils an exclusive scenography by Korakot Aromdee, which reinterprets enchanting flora and fauna in bamboo. The plants, flowers and birds in this dreamlike drawing seem to come to life, as if in three dimensions. It makes for an exceptional setting for three-Michelin-star Chef Mauro Colagreco, who composed a delicious score for a dessert menu inspired by nature and the Maison’s couture legacy.
Reflecting Christian Dior’s fascination with art, Dior Gold House is home to works by nine renowned Thai artists – a captivating dialogue that celebrates traditional craftsmanship. The first installation on display is a tuk-tuk, a quintessential symbol of Bangkok, reinterpreted by artist Saran Yen Panya of 56th Studio in reed, rattan and wicker.
“Unleashed Natute” by Wishulada Panthanuvong is inspired by the lion and unicorn, symbols of power, made entirely from industrial waste, reflecting the vulnerability of nature.
The pieces dreamed up by Rush Pleansuk and Philippe Moisan from Sumphat Gallery are from the “Panajon: Wandering in the Forest Collection”, a pluralistic exploration of Thailand, fusing ancestral techniques with contemporary design. Combining innovation and traditional craft techniques, their creations are designed to (re)connect the past and the present, the functional and the beautiful.
Presented in a dedicated case at the heart of the Dior Gold House concept store, the “Mala” artwork by Savin Saima of Vassana is composed of a series reinterpreting the Lady Dior bag, in woven bamboo. Each one is inspired by the image of a flower, gracefully blooming and evoking, in this respect, the uniqueness of human life. The analogy reveals and relates, in filigree, the beauty hidden in every single stage that shapes existence.
Examining the infinite connections between architecture, nature and the living, the stools crafted by Boonserm Premthada from bio-sourced materials poetically evoke the walk of elephants, as they leave their foot prints on the ground. Meanwhile, designer Eggarat Wongchari recreated his iconic “Nirvana D’Oro” chair by using the traditional technique of mirror mosaic – to spectacular effect.
Dior Gold House is an address like no other, where Dior’s creative effervescence is expressed in a unique way – forging a powerful connection between French and Thai excellence – through bold imagination. It’s a thoughtfully curated space that combines fashion, design, and culinary refinement.
The opening event was a veritable who’s-who of Bangkok’s high society, who came out to shine among celebrated guests like Black Pink member and Dior Global Ambassador Jisoo, joined by Thailand House Ambassadors Phakphum “Mile” Romsaithong, Nattawin “Apo” Wattanagitiphat, Kimberley “Kim” Anne Woltemas, Jirayu “James” Tangsrisuk, and Tontawan “Tu” Tantivejakul.
Find out more and book your visit at Dior Gold House and Dior Café.
This story first appeared on Prestige Thailand.
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François Oosthuizen, the Editor-in-Chief of Prestige (Thailand), has a lifelong passion for design, artisanal craftsmanship, and the highest respect for the people responsible for creating all the beauty in our world – from architecture and interiors, to watches, jewellery, and other luxury accoutrements. Coupled with that is a love for the art of storytelling, which sometimes requires a bit of digging to reveal fascinating facts and untold stories.
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