Photo courtesy of ArchDaily
Dior’s magic touches down at Seoul’s iconic Dongdaemun Design Plaza.
The unveiling of Christian Dior: Designer of Dreams at Paris’s Musée des Arts Décoratifs marked a milestone for the House’s 70th anniversary—and it showed just how powerful exhibitions can be, attracting an astonishing 700,000 visitors in only six months.
Exhibitions let a luxury house's story reach far more than just its loyal customers, showcasing its breathtaking mastery through immersive storytelling and haute couture—and no one does it quite like Dior.
After making unforgettable stops in London, Chengdu, Shanghai, Doha, New York, Tokyo, and Riyadh, the Dior exhibition has earned its place among the greatest of our modern era. Now, the people of Seoul are set to experience the magic firsthand.
Dior Brings Its Dream World to Seoul
Colorama
(Photo courtesy of L'Officiel Malaysia)
The Christian Dior: Designer of Dreams exhibition just opened its doors at Seoul’s Dongdaemun Design Plaza, the stunning urban landmark dreamed up by Zaha Hadid.
Until July 13, Dior’s breathtaking exhibition will be inviting visitors to step into a world where fashion dreams come alive.
With an archive boasting over 15,000 dresses and another 15,000 accessories, Dior curates a unique selection for every stop on the exhibition’s journey. Guests will get to marvel at about 250 dresses, from newly unearthed auction gems to unforgettable red carpet moments featuring stars like Jisoo of Blackpink and Natalie Portman.
The French giant’s love for the city is anything but new. A decade ago, the “Esprit Dior” exhibition made headlines for offering a rare glimpse into Christian Dior’s visionary world. Then, in 2022, creative director Maria Grazia Chiuri carried the legacy forward by staging the Fall 2022 show at Ewha Womans University.
According to Olivier Bialobos, Dior’s deputy managing director of global communication and image, the magic lies in how each edition keeps the same spirit but reinvents itself. “Each time it’s the same theme but with a different concept and different dresses,” he pointed out.
Every piece on display speaks to the incredible craftsmanship behind Dior’s studio and workshops—and, of course, nods to Christian Dior’s lifelong affection for the magic of gardens.
Exclusive Lady Dior Showcase Created Just for Seoul
Lady Dior
(Photo courtesy of L'Officiel Malaysia)
Curator Florence Müller, who works closely with the the legendary French house’s patrimony team to sift through its vast archives, shared that the secret to Dior’s incredible longevity: “This company lasted so long because there is a consistency between the designers that have been the head of the house, and this exhibition tells the story.”
Visitors are in for more than just a new collection of dresses—the exhibition also shines a spotlight on artists of Korean heritage, adding exciting new pieces to the Dior Lady Art project. Among them, Mono-ha pioneer Lee Ufan left his mark with three striking woolly bags in black, white, and mint, each brushed with his signature gestural stroke.
The Lady Dior bags, shown next to previous projects by Korean artists such as Soo Sunny Park and Zadie Xa, were part of a new handbag showcase created just for the Seoul exhibition.
With its clean glass displays and minimalist edge, the Lady Dior corner draws its inspiration from the visionary work of renowned Korean artist Nam June Paik.
“Dior is creating a platform where lots of different minds are converging, and it’s a deep collaboration that is not cliched in terms of incorporating Asian aesthetics. It’s a profound collaboration,” said Shohei Shigematsu, a partner at Rem Koolhaas’ Dutch firm OMA and the scenographer behind the exhibit.
Shigematsu explained that the venue spans 2,000 square meters with soaring 16-meter ceilings—and not a single column in sight. The sense of total freedom was thrilling, but also a little scary. His team ended up building a building within a building where thematic rooms connect into one overarching story.
The Magical Moon Jar Room Covered in Hanji
The Dior Garden
(Photo courtesy of L'Officiel Malaysia)
The exhibition is packed with moments worth getting excited about, and one standout is The Dior Legacy room — a one-of-a-kind gallery that charts the evolution of Dior through its creative directors, with each period flowing seamlessly into the next. Visitors can look forward to rare archival pieces and original sketches that pull back the curtain on Dior’s iconic story.
Another highlight awaits in the Moon Jar room, where everyone can marvel at walls made entirely from hanji—a gorgeous traditional handmade paper native to Korea—thanks to the artistic work of artist Kim HyunJoo.
The space unfolds like a wonderland, filled with over 30,000 leaves and thousands of flowers, each delicately crafted from different types of hanji over two months of intricate, careful artistry.
Dior’s dresses, thoughtfully arranged to echo the spirit of the four seasons, come alive even more vividly through layered, immersive projections.
“I want people to feel happy — to forget they’re in Seoul and feel like they’re in the world of Dior,” Kim HyunJoo enthusiastically said. “The moon jar is a new universe. You're a fairy when you step into it. Listen to the sounds of nature in the background, imagine you're surrounded by it, be calm and relax.”
Creative Freedom Runs Wild at Seoul Exhibition
Colorama
(Photo courtesy of L'Officiel Malaysia)
What makes the event so thrilling is the chance to witness the full force of creativity on display. Bialobos shared that artists are given complete freedom for the Seoul exhibition, allowing Dior to stretch the limits of technology in mind-bending ways.
One remarkable example is the Lady Dior Art bag by Korean artist Lee Bul, where real rock was transformed into a material finer than leather—a piece visitors can marvel at up close at the exhibit.
For Korean Canadian artist Xa, working on a portrait of Christian Dior for the exhibition opened a whole new chapter in her artistic journey.
“I don’t normally do portraits, so it was an interesting fun and challenging,” shared Xa, who leaned on plenty of conversations with her husband, Benito Mayor Vellayo—an artist known for his classic European-style portraits—for guidance.
With space aesthetics nailed, a forward-thinking fashion showcase delivered, and creativity flowing freely, Dior once again reaffirms why its world-famous exhibitions rarely disappoint.
About The Writer
Meet Mariam — a fashion writer who lives and breathes all things vogue and glamour. For her, the most therapeutic aspect of fashion goes beyond simply shopping for the latest styles that appear in stores; it’s fully experiencing this glamorous world from the little details to the big moments (there's nothing quite like the thrill of flipping through a sleek fashion magazine, is there?).
