Dior Seongsu (concept store)

Dior opened this concept store on 1 May 2022, the day after the house held its first fashion show in Korea, and it has stayed one of the most recognizable buildings in Seongsu. The facade recalls Dior's historic address at 30 Avenue Montaigne in Paris, set against a structure that looks like a glass greenhouse, which is a striking contrast with the low brick workshops around it. Inside, an open layout leads through a garden inspired by Korean nature and French formal gardens, a nod to Christian Dior's love of flowers. The store sells women's and men's ready-to-wear, bags, shoes and accessories, and Café Dior sits within the boutique for a tea break among works by Korean designers. What keeps people coming back is that the whole space is redecorated by season and collection; in late summer 2026 it showed the Fall-Winter 2026-2027 collection by creative director Jonathan Anderson. You do not need to shop to look around, but expect a queue at busy times. The facade after dark, when the lights come on, is the classic shot.