Fashion giant Dior has introduced its striking Gold House concept store in Bangkok’s Ploenchit district, blending opulence and innovation in an extraordinary design. The 1,000-square-metre retail space, set on the site of a former car park, features an eye-catching facade inspired by Dior’s Parisian headquarters at 30 Avenue Montaigne.
Golden Replicas of Paris Headquarters
Encased in one million gilded tiles, the Gold House is surrounded by towering false facades that replicate the architectural essence of Dior’s historic Paris home.
“The exterior is punctuated by 300 windows, evoking the brand’s signature elegance,” a Dior representative explained.
These golden facades enclose not just the single-storey store but also two lush, plant-filled courtyards and a covered patio for the in-house cafe. The inner walls of the facades are lined with mirrors, seamlessly complementing the reflective surface of the actual store hidden within.
A Fusion of Nature and Contemporary Design
Inside the store, Dior has curated six distinct spaces, adorned with natural materials like bamboo, raffia, and wood. Each room embodies what Dior describes as “refined, ultra-contemporary, and sublimated.” The store offers a complete showcase of the brand’s offerings, from Maria Grazia Chiuri’s womenswear and Kim Jones’ menswear to the Dior Maison collections.
At the heart of the space lies a domed central area, topped with Dior’s signature star motif. The interior design balances simplicity with sophistication, creating an inviting atmosphere for luxury shopping.
Art and Culinary Excellence
The store extends beyond fashion, incorporating artworks by nine renowned Thai artists. Among these is a stool featuring an elephant footprint by Boonserm Premthada, founder of Bangkok Project Studio. These installations enhance the cultural dialogue between the French fashion house and its Bangkok location.
Dior Gold House also features a Michelin-starred cafe, where dishes are crafted by celebrated chef Mauro Colagreco, adding a culinary highlight to the luxurious experience.
Past Dior Design Innovations
This dazzling store is not Dior’s first architectural triumph. Previous examples include its Geneva flagship, designed by Christian de Portzamparc, featuring six resin “petals,” and the Doha boutique, where US studio Aranda\Lasch created a unique interior facade.
Dior’s Gold House in Bangkok, with its blend of history, culture, and modern design, reinforces its reputation as a brand that pushes boundaries in both fashion and architecture.