On May 1, 2022, the House of Dior celebrated Maria Grazia Chiuri's Fall 2022 Women's Fashion Show in Seoul, with the launch of a new concept store, Dior Seongsu. The Dior Seongsu Concept Store was selected as a Special Prize for an Exterior in the Store section of the 2023 *Prix Versailles Architecture Prize organized by UNESCO.

*The Versailles Architecture Prize is held annually at UNESCO Headquarters and celebrates contemporary architecture that emphasizes innovation and creativity as well as ecological efficiency and cultural impact.

Formerly a factory area, it is now located in the heart of Seongsu-dong, an innovative and energetic area unique to a new generation with dynamic energy.
With a sleek structure reminiscent of the legendary 30 Avenue Montaigne, and a varied landscape of each season and collection, Dior Château is a unique reflection of the art of French living.

Monsieur Dior spoke of a very special 'refuge of surprises'.
In 2022, let's meet the birth of Dior Seongsu together.

Dior Seongsu

I like this bag, it's so nice and pretty. I really like it.

Consultant Jang Byeong-yong!!! You are so kind!!! You have a great sense ^^ Thanks to you, I had a comfortable shopping experience!! Dior Seongsu!!! I like it 👍

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I visited without making a reservation in advance, but they treated me kindly.

I bought summer sandals, and the store was comfortable and seemed to have more stock than department stores, so I liked it :)♡ There's a cafe next door, so it's nice to take a break👍✨️

The interior of the cafe is very narrow and small, but it is reservation-only, so it is not crowded, which is nice! The bathroom was also very comfortable and luxurious!! The gelato that comes with your coffee order is refreshing and not too sweet, which is nice😊 I didn't expect much from the coffee, but it was moderately acidic and had rich beans, so it suited my taste well~~

The cafe inside Dior Seongsu is a bit pricey, but it's worth a visit. It has a luxurious atmosphere, a nice view outside the window, and the chocolate that comes with the coffee is also delicious^^

I visited Dior Cafe to celebrate my sister's birthday. It's a great place for a date, from the food to the friendliness.🐸🐸

Good Choice https://blog.naver.com/mjy9940/223411138814

If you go on a weekday, you can shorten the wait time and enjoy shopping leisurely! The staff are friendly and the store is also very pretty~ I love all the products... I've said it all... It's a shame that I can't buy them all ㅜㅜ ㅎㅎ

I like the service of paying at the store and having it packaged and brought to me. I don't like the fact that they don't ask who is eating what when they serve coffee. The service mindset of the store sales staff and cafe staff is not good.

The seller in charge was very kind, explained everything in detail, and made great recommendations. The packaging was also very pretty. I will continue to ask for your help!

It's my first time here, and the coffee is a bit pricey, but it's pretty :)

I received the worst service at the boutique that does not befit the name Dior. - They had no basic manners towards customers - When I asked about products, they only gave me a short yes or no answer, with no further explanation. On top of that, they stared at me with a cold expression - When I asked about the cafe, they said that it was only available to those with reservations (even though I actually had a reservation), which gave me the impression that I could not go in - There was about an hour gap between the boutique reservation time and the cafe reservation time, so I tried to check if it was possible to adjust it, but they said that I had to go to the cafe even though I was looking at the products. Even though I said I was still looking, they said there was no time :; - All of this happened within 10 minutes. Meeting with the employee in question only left me with a very strong unpleasant feeling towards Dior. I don't think it would be like this even if I went to a cheap clothing store.

I really don't write bad reviews like this, but the more I think about it, the worse I feel, so I'm writing this. I went to buy a birthday present in a good mood, but I came out in a bad mood because of the seller in charge. I won't say anything specific about their appearance, but if you don't want to deal with customers, you shouldn't be doing the job. When I asked questions, they didn't even look me in the eye, and from the beginning to the end, they talked about other things, and they answered vaguely, saying, "If you're going to buy something, buy it, or if you're not going to buy something, don't." No matter how hard the work was, how could they treat customers who came to buy something? They were so scared that I had to be careful not to ask them anything. Even my friend, who usually can't say a single word of dislike, said as soon as he left the store that his attitude was too much and asked, "What's that?" It's a waste of time that I took the time to visit here. This is the first time I've received such bad service while buying something. I don't think I'll visit again.