Dior’s new exhibit in Seoul is a theatrical showcase of the house’s mastery of French couture in the last 78 years.
Since establishing his reputation as one of the world’s top couturiers way back 1947, Christian Dior’s influence extends far beyond just clothing.
It is evident in the house’s groundbreaking collections, collaborations, philanthropic efforts, and immersive customer experiences, which include its museum “La Galerie Dior” in Paris. Most recently, the fashion powerhouse brought its mastery of combining fashion with art to Seoul with the “Christian Dior: Designer of Dreams” exhibit.
“Designer of Dreams” in Seoul marks the exhibition’s ninth iteration since debuting at the Musée des Arts Décoratifs in Paris in 2017. It is the fourth collaboration between the French fashion house and Shonhei Shigematsu of architecture firm OMA, following its editions in Tokyo, Denver, and Dallas.
From April 19 until July 13, Dior is taking fashion and art aficionados on a trip down Dior’s 78-year couture history, from Monsieur Dior’s artistic influences to fascination with gardens and the theatricality of formal affairs. A vision of art and fashion curator Florence Müller, the experience is all parts cinematic.
It transforms Dongdaemun Design Plaza’s Art Hall 1 into a surreal landscape that artfully blends Dior’s fashion-forward world with Korea’s rich cultural heritage. The East and West converge in the space adorned with traditional hanbok fabrics and bojagi patchwork. Dior’s past and present drift through rooms that showcase its fashion milestones.
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The exhibition features thematic rooms anchored by “The Garden,” which is inspired both by Christian Dior’s fondness for nature and the beauty of Korea’s madang or traditional homes with open yards. Inside, guests are taken to a dome-shaped dreamlike landscape with light projections that shift through time and a hanji paper forest by Korean artist Hyun Joo Kim. Dresses in different vibrant colors are suspended like botanical specimens against the serene background.
“If you consider the whole exhibition as one piece of theater, each room is a scene and the mannequins are the actors,” Shigematsu explained to Wallpaper Magazine. “Each room is different, but as a whole, you see the consistency of Dior.” This cinematic approach creates a sense of intimacy between Dior’s artistic history and the house’s dedicated fans.
At the exhibit, guests can wander through room after room and expect a visually stimulating experience at each stop. The “Dior Legacy” room, for one, is a ribbon-like structure inspired by jogakbo patchwork. It features the house’s creative directors who revolutionized the brand over the decades.
Meanwhile, the “Lady Dior” room showcases a wide range of Lady Dior bags, including those that transform the icon into a canvas for reinvention. Among the collection are exclusive interpretations by Hyun Joo Kim and fellow Korean artists Soo Sunny Park and Zadie Xa. Video artist Nam June Paik presented them in a tunnel-style fantasy wardrobe inspired by traditional Korean cabinets.
Fragaddicts should better prepare to be enthralled by the “Miss Dior” room where Dior’s iconic fragrances are brought to life. Archival bottles, intimate portraits, and dresses worn by celebrity muses like Rihanna and Natalie Portman are gathered in one space to demonstrate the art of scent and Dior’s enduring allure.
Other highlights of the “Designer of Dreams” exhibit in Seoul include the “30 Avenue Montaigne,” “The New Look,” and “Colorama” rooms. It is open to the public at Dongdaemun Design Plaza at 281 Eulji-ro, Jung District, Seoul until July 13, 2025.
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