DIOR Seoul Songsu Concept Store in Spring 2024

It's already been a month since my visit to Christian Dior Couture's Seongsu Concept store in Seoul, but I am still extremely impressed by my retail experience.

I've been to many luxury stores over the past few months, looking for great examples of omnichannel integration and impactful implementation of new retail tech, and DIOR is definitely in the top three. Here are a few of my favorite things about the store:

The little garden (fits well with the brand DNA, doesn't it?). This might sound funny for those of you living in less crowded cities, but Seoul is only now becoming greener and less of a concrete forest, so every little patch of nature is a true treasure. I even saw a few butterflies enjoying the flowers too!

The personalization - one of the rooms has a table with a screen which allows you to select a bag, type in the word you'd like to have embroidered on it, and voila! The app shows you a QR code to scan with your phone, and you can download a video of the process and the end product.

There are several large screens throughout the store - in the little coffee shop (beautiful garden), in one of the showrooms (showcasing the whole process of creating a bag, from design to final product), and – in my humble opinion, the best one – a large screen next to mannequins wearing pieces from the Dior Men's S/S 24 collection, playing the fashion show.

One of the little rooms showcases a chair created by Kwangho Lee, a South Korean artist who collaborated with Dior for their Lady Dior As Seen By... collection in 2022.

Despite the relatively small space, everything is well organized by theme or look and doesn't feel too crowded; there is a natural flow to the order of the rooms.