French fashion house Dior is strengthening its presence in Southeast Asia’s luxury market with an ambitious new concept store in Bangkok’s upscale Ploenchit district, opening December 8th.
Located at 1029 Ploenchit Road, the Dior Gold House pays homage to the house’s legendary Paris flagship while incorporating local architectural elements.
The two-year temporary pavilion is set amidst manicured gardens, surrounded by Bangkok’s most prestigious retail establishments, upscale residences and diplomatic missions.
The store’s facade is inspired by the iconic architecture of Dior’s historic Paris flagship at 30 Avenue Montaigne. Inside, visitors are greeted by seasonal collections by Maria Grazia Chiuri and Kim Jones, the brand’s Creative directors for womenswear and menswear, respectively.
But the Dior Gold House is more than just a showcase for the brand’s collections. It is a platform for local artists to shine, with works by Korakot Aromdee, Wishulada Panthanuvong and Saran Yen Panya adorning the space.
The Gold House also features the work of Thai architect and designer Rush Pleansuk, French photographer Philippe Moisan of Sumphat Gallery, architect Boonserm Premthada, and the talented duo behind Vassana, known for their exquisite bamboo basketry.
The culinary experience matches the visual splendor, with three-Michelin-star chef Mauro Colagreco overseeing Café Dior.
Last year, Dior selected Thai actors Nattawin Wattanagitiphat, better known as Apo, and Phakphum Romsaithong, aka Mile, as its men’s ambassadors for the country.
Market analysts predict that Thailand’s luxury sector will reach $3.4 billion by 2024, with steady growth expected through 2029.
Dior‘s strategic expansion – it now operates five boutiques across Thailand – demonstrates the brand’s confidence in the region’s potential.
