As part of the Dior Around the World odyssey, the Parisian house makes its stop in Bangkok, unveiling an exceptional concept store located in the prestigious Ploenchit district — a captivating retreat amid the bustling city.
The concept store is a harmonious blend of Thai culture and Dior’s renowned savoir-faire. Celebrating the intricate craftsmanship of Thai artisans, with whom Dior worked closely to weave a dialogue that honours Thai heritage. At the same time, it pays homage to the original townhouse at 30 Avenue Montaigne in Paris—the very cradle of Parisian haute couture, founded by Monsieur Dior in 1946.
The site where the Gold House now stands was once a humble carpark, now transformed into an extraordinary space surrounded by lush gardens, where botanical motifs thrive alongside serene water gardens. Mirroring Dior’s Paris HQ, the building is crowned with a mansard roof and features 300 faux windows, each surface exquisitely covered in a million handmade gold mosaic tiles—a shade that remains an eternal hallmark of Dior’s identity.
Stepping inside, you’re transported to the many worlds of Dior — from Maria Grazia Chirui’s ready-to-wear collections to Kim Jones’ menswear featuring shoes, accessories, bags, jewellery. Not to be overlooked, the Dior Maison lines dedicated to table wear are also showcased, seamlessly integrated into the concept store’s design.
Crafted by Dior’s visual merchandising creation and image director, Luca Albero, the interiors are nothing short of exquisite and refined. Signature elements such as Dior’s lucky star to toile de Jouy, or the iconic Plan de Paris print, are beautifully balanced with natural materials such as bamboo, wood, and raffia, creating a harmonious blend of elegance and grounded warmth.
Appreciating the country’s culture and people, the Dior Gold House showcases works by nine emblematic Thai artists, each contributing to its unique narrative. Among the standout installations is a reinterpretation of Bangkok’s iconic tuk-tuk by Saran Yen Panya of 56th Studio. This reimagined tuk-tuk, a vibrant symbol of Thailand’s bustling streets has been transformed into a masterpiece that bridges its local culture and Dior’s elegance. Boldly designed and meticulously crafted, the tuk-tuk stands as both an artistic statement and a playful nod to Thailand’s dynamic urban landscape.
Additionally, visitors are also greeted with installations by Boonserm Premthada, made from elephant footprints and sculptures by Wishulada Panthanuvong that subtly decorate the interiors. Extending the enchantment further, armchairs by Eggarat Wongcharit punctuate one of the boutique’s rooms, while furniture by the Sumphat duo—Rush Pleansuk and Philippe Moisan—balances beauty with functionality, each piece exuding its own singular identity.
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Lastly, artists Vassana Saima and Savin Saima of Vassana have crafted a series of Lady Dior bags from bamboo, drawing inspiration from traditional floral art. These exquisite creations are showcased in a dedicated space, offering a perfect fusion of heritage and haute couture.
And for a refine treat, seek Café Dior by Mauro Colagreco, where exceptional cuisine meets artistic beauty. The space is adorned with a stunning bamboo installation by Korakot Aromdee, reimagining nature’s flora and fauna in a design that feels almost alive, with plants, flowers, and birds appearing to take shape in three dimensions. This enchanting backdrop perfectly complements the three-Michelin-starred chef’s nature-inspired menu, blending the essence of Christian Dior’s love for the natural world with the Maison’s elegance.
The Dior Gold House is a vibrant union of Thai heritage and Dior’s elegance, celebrating artistry and tradition. It offers an immersive experience, blending culture, craftsmanship, and couture into a harmonious tribute to both Thailand’s legacy and Dior’s timeless vision.
The Dior Gold House is open to the public at 1029 Ploenchit Road, Lumpini, Pathumwan, Bangkok
This article was first seen on Esquire Singapore
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