Its striking facade and artful interiors make the Dior Gold House a shopaholic’s posh paradise in Thailand.
No brand defines opulence quite like Dior. The French fashion house has long established itself as a leader in high-end fashion with the luxury, quality craftsmanship, and innovation ingrained not only in its clothing, bags, fragrances, and houseware but even in its exhibitions.
The latest that caught everyone’s eye is the Dior Gold House, the luxury powerhouse’s new concept store in Bangkok, Thailand. Located at 1029 Ploenchit Road across the glitzy Central Embassy Mall and Park Hyatt, the Dior Gold House glistens as an artful fusion of Italian luxury fashion and Thai culture.
Its striking façade is a reproduction of Dior’s headquarters at 30 Avenue Montaigne, made more glamorous with golden tiles—a hue that represents wealth and power in Thai culture. The 15-meter-tall installation uses 820,000 golden tiles and features 300 faux windows and a two-meter star at the top.
It was conceptualized by visual merchandiser Luca Albero as the new stopover for the “Dior Around the World” odyssey. It follows the success of Dior’s pop-up store in Seongsu, an affluent neighborhood in Seoul, that ran from May to November 2022.
The expansive pop-up store is touted as a wonderland for sightseers and Dior fans alike, with its 6,700 square feet of tropical landscaping and water gardens, as well as 860 square feet of sleek interior space for the brand’s vast collection of men’s and women’s wear, shoes, bags, and accessories.
Six rooms showcase the latest men’s collections by artistic director Kim Jones and women’s wear by creative director Maria Grazia Chiuru, including the Scotland-inspired Cruise 2025 collection unveiled at the Perthshire castle last June. Added to the mix are products exclusive to Bangkok, including a Lady D-Joy bag in gold-toned calfskin, jazzed up with pearl embroidery.
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Aside from its imposing aesthetic, the Dior Gold House shone bright with celebrities gracing its launch on Dec. 8. Sharing the spotlight was long-time Dior muse Jisoo of Blackpink, alongside Thailand’s biggest celebrities Apo Nattawin, Mile Phakphum, Kimberly Anne Woltermas, James Jirayu, and Tu Tontawan. The girls donned sophisticated all-black ensembles that enabled the Dior Gold House to take centerstage.
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Dior Gold House’s striking gold façade is one thing but its meticulously decorated interiors are quite another. Inside the concept store, guests will find not only an abundance of the luxury brand’s coveted items but also a wealth of design delights.
One chamber features walls garbed in concrete made from Carrara marble castoffs, which Albero embossed with Dior’s toile de Jouy pattern. Another area is adorned with glass display cases the artist cut from recycled glass. There’s also a dramatic dome capped with a star-shaped oculus, inspired by Rome’s Pantheon, clad in Dior’s signature Cannage Montaigne pattern.
The luxurious space evoked mystery and exclusivity, with the inclusion of a hidden VIP salon in a mood-lit cabin clad in thin bamboo strips. The chamber, which can be accessed through an unmarked side door, offers bespoke client services inspired by the original salon of 30 Avenue Montaigne.
Dior Gold House not only gives Thailand an experience of its dream-like world but more so, localizes it with the use of bespoke furniture that celebrates Thai artistry. Scattered around the 1,000 square-meter pop-up are works of seven Thai artists and artisans that present a contemporary take on local traditional craft.
Among the highlights is the drivable Thai tuk tuk, or two-wheeled cart, which Saran Yen Panya crafted by hand using rattan, brass, and reed from Chantaburri. Panya’s tuk tuk joins architect Boonserm Premthada’s low-slung tables and chairs from treated elephant waste, as well as Wishulada Panthanuyong’s sculptures in greeting guests entering Dior Gold House’s verdant surroundings.
Meanwhile, Eggarat Wongcharit’s voluminous armchairs adorned with colored mirror mosaics add enchantment to the boutiques. Besides the tuk tuk, Panya collaborated with Dior on a set of wooden medallion chairs crafted from local materials and stitched with Thai flowers that embody the unique aspects of the country’s heritage. These chairs are placed against the three-dimensional flora and fauna wall art by renowned designer Korakot Aromdee.
The Dior House’s interiors also feature furniture that strikes a balance between beautiful and functional by Rush Pleansuk and Philippe Moisan. Another space showcases the collection of Lady Dior bags that artists Vassana Saima and Savin Saima reimagined with bamboo filigree forming traditional floral art.
To complete the experience of every guest stepping into the lavish, artful compound, the luxury brand included a Dior Café in its new concept store. It offers refreshments and desserts by three-Michellin-starred chef Mauro Colagreco.
If you’re planning to take a trip to Dior’s Gold House concept store anytime soon, be sure to book a slot on its website prior to your visit. All time slots have been booked this December, but you can still reserve your slot for January 2025 when the site reopens reservations at 10 a.m. of Dec. 15.
The Dior Gold House is located at 1029 Phloen Chit Road, Lumphini, Pathum Wan, Bangkok, and is open from 10 a.m. to 9 p.m. daily.
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