Dior's 'Golden' wonder in Bangkok

Dior’s 'Gold House' in Bangkok stands as a remarkable fusion of Parisian luxury and Thai artistry. Situated in the vibrant Phloem Chit district, across from the Central Embassy Mall and Park Hyatt, it offers a stunning escape from the city's frenetic pace. This concept store, with its unique blend of fashion, design, and lifestyle, is proof of Dior’s commitment to artisanal craftsmanship in an age dominated by mass production.

The Dior Gold House’s façade is a breathtaking homage to the house’s headquarters at 30 Avenue Montaigne in Paris. Designed to resemble Dior’s iconic Parisian building, it features a mansard roof, 300 faux windows, and is adorned with a million handmade gold mosaic tiles. This luxurious structure sits amidst lush tropical gardens, transforming what was once a car park into a tranquil oasis of greenery and water features.

The creative direction for Dior Gold House was led by Luca Albero, Dior’s Visual Merchandising Creation and Image Director. Albero, known for curating Dior’s men’s and women’s collections, has transformed the space into a visual masterpiece. Within the 2,500 square meters of gardens and 800 square meters of interiors, visitors are treated to an artful display of Dior’s collections, including exclusive items designed specifically for Bangkok, such as a gold-toned Lady D-Joy bag with pearl embroidery.

Integral to the store’s charm is the work of seven talented Thai artists and artisans. Their contributions blend traditional Thai crafts with contemporary design, offering unique and intricate pieces that elevate the store’s aesthetic. Notable works include Korakot Aromdee's bamboo sculptures, Savin Saima’s bamboo filigree reimagining of Lady Dior bags, and Boonserm Premthada’s furniture made from treated elephant waste. Additionally, Eggarat Wongcharit’s vibrant, mirror-mosaic armchairs bring an exciting touch to the space.

The store’s interiors are as thoughtfully curated as its exterior. In one room, Dior’s iconic toile de Jouy pattern is embossed on concrete made from recycled Carrara marble. In another, recycled glass vitrines showcase Dior's merchandise. A dramatic dome with a star-shaped oculus, inspired by Rome’s Pantheon, adds grandeur, while the VIP salon, hidden behind an unmarked door, offers an intimate setting adorned with bamboo strips and luxurious details.

 

Dior Gold House is not intended to be permanent. Though it will only stand for two to three years, its impact is undeniable. The collaboration between Dior’s creative team and the Thai artisans demonstrates an extraordinary commitment to craftsmanship.

Images courtesy : tatlerasia.com