We supported Dior's VM team on their giant project in the up-and-coming Seongsu area of Seoul. The former centre of shoe production is now a popular area where local fashion brands repurpose factories into pop-up shops and where fancy restaurants and cafés set in between car body workshops, wholesalers and abbandoned shipping containers. Within this neighbourhood of concrete and steel, the newely constructed building represents Dior's iconic Parisian facade in Avenue Montaigne. Made of metal mesh and equipped with a complex lighting system, the facade shifts from transparency to near opacity depending on the time of day, unvealing the internal vitroues boutique gradually. Merging Korean and French cultures in one project, the interior features works of Korean designers Kwangho Lee's and Jeonghwa Seo's, and renowned agency D'Strict contibuted with a digital animation inside Dior's own Cafè. The building itself is set within a mix of Asian and European plant species, making it a lush and colourful spot in the area.
Task: Architectural Design Development & Project Management
We supported Dior's VM team on their giant project in the up-and-coming Seongsu area of Seoul. The former centre of shoe production is now a popular area where local fashion brands repurpose factories into pop-up shops and where fancy restaurants and cafés set in between car body workshops, wholesalers and abbandoned shipping containers. Within this neighbourhood of concrete and steel, the newely constructed building represents Dior's iconic Parisian facade in Avenue Montaigne. Made of metal mesh and equipped with a complex lighting system, the facade shifts from transparency to near opacity depending on the time of day, unvealing the internal vitroues boutique gradually. Merging Korean and French cultures in one project, the interior features works of Korean designers Kwangho Lee's and Jeonghwa Seo's, and renowned agency D'Strict contibuted with a digital animation inside Dior's own Cafè. The building itself is set within a mix of Asian and European plant species, making it a lush and colourful spot in the area.
Task: Architectural Design Development & Project Management