French luxury goods company Dior has just unveiled its grand Gold House concept store in Bangkok’s Ploenchit district, an opulent masterpiece that will evolve according to the seasons and collections, serving as an extraordinary stopover on the Dior Around the World odyssey. Dior Gold House, fusing cultures and savoir-faire, invites visitors to a bewitching immersion in a reinvented “kingdom of dreams”.
For a preamble, the structure reinterprets the façade of the townhouse at 30, avenue Montaigne, the cradle of Parisian haute couture, where Monsieur Dior founded his Maison in 1946. Nestled within lush, paradisiacal gardens teeming with botanical inspirations, this expansive 1,000-square-meter haven celebrates endless possibilities. Draped entirely in gold — a timeless Dior hallmark — the space showcases intricate mosaics and the skilled craftsmanship of Thai artisans, embodying a rich dialogue with the diverse cultural heritage of this enchanting land.
Inside, the House’s various worlds are showcased, from Maria Grazia Chiuri’s ready-to-wear to Kim Jones’ menswear, including shoes, accessories, bags, jewelry, and the Dior Maison lines exclusive to tableware. The ambiance exudes refined modernity, elevated by the use of natural materials like bamboo, wood, and raffia. Iconic Dior symbols take center stage, from the lucky star and toile de Jouy to the quintessential Plan de Paris print.
In line with Christian Dior’s passion for art, Dior Gold House exhibits works by nine emblematic Thai artists. Upon entering, visitors are greeted with installations by Boonserm Premthada – made from elephant footprints; Saran Yen Panya of 56th Studio – who has reimagined for Dior the iconic tuk-tuks of Bangkok streets, while sculptures by Wishulada Panthanuvong subtly fill the interiors.
Furthering its allure, armchairs by Eggarat Wongcharit punctuates one of the boutique’s rooms and furniture by the Sumphat duo – Rush Pleansuk and Philippe Moisan, achieves harmony between beauty and functionality, with each piece imbued with a unique identity. Lastly, presented in a dedicated space is a series of Lady Dior bags made out of bamboo emulating traditional floral art, crafted by artists Vassana Saima and Savin Saima of Vassana.
Set within the Gold House, Café Dior by Mauro Colagreco, the visionary chef behind Michelin-starred wonders, extends a refined interlude filled with exquisite elegance, offering a true sensory journey. Merging gourmet pleasures with the French art of entertaining, Café Dior reveals an exclusive scenography by Korakot Aromdee, revisioning enchanting flora and fauna in bamboo. The plants, flowers and birds in this dreamlike drawing seem to come to life, as if in three dimensions, thanks to the mastery of traditional techniques preserved by the local communities engaged by the artist.
Colagreco, who shares Christian Dior’s fervent love of gardens and botany, composes a sweet menu inspired by nature, its rhythms, cycles, and prodigious plurality, to marvelously united haute couture with “haute gastronomie”. Drawing inspiration from symbols of the House – such as the rose, the bee, and Christian Dior’s idyllic Provencal retreat, La Colle Noire – these emblems are reimagined as delightful desserts and pastries. Each creation masterfully balances intricate flavours with harmonious elegance.
Amongst these are a sweet treat marrying the round notes of pandan – a tropical plant native to Asia – with zesty aromas of combava and lime; an iced cone combining rose milk with fresh lychee and raspberry; and an array of pastries with pistachio, vanilla or passion fruit. To advance the indulgence of this experience, Colagreco has also concocted a series of cocktails capturing the essence of flowers, from neroli to jasmine and lavender.
An address like no other, Dior Gold House and Café Dior by Mauro Colagreco epitomises Dior’s creative effervescence, converging French and Thai excellence through bold imagination.
Dior Gold House and Café Dior
1029 Phloen Chit Rd, Lumphini, Pathum Wan, Bangkok 10330, Thailand
Images courtesy of Dior
