More than a retail space, Dior’s new pop-up store serves as a golden tribute to Bangkok’s vibrant art and fashion scene

Bangkok is a city of contrasts, where centuries-old, gold-leaf-covered temples stand alongside sleek, modern landmarks. Among these contemporary spaces is Dior Gold House, a striking pop-up concept store that not only showcases the latest Dior collections but also serves as a gallery highlighting works by prominent Thai artists.

Situated in the heart of the Ploenchit district, next to the Central Embassy shopping mall and Central Chidlom department store, Dior Gold House occupies what was once a car park. Opened on December 8, 2024, the new store is modeled after Dior’s legendary Parisian headquarters at 30 Avenue Montaigne, where Christian Dior established the fashion house in 1946.

This 15-meter-tall façade features 300 faux windows and a two-meter star atop, symbolizing prosperity in Thai culture.

Standing 15 meters tall, the exterior boasts 300 meticulously crafted faux windows, with a dazzling gold façade covered in nearly one million gilded tiles—a tribute to both Dior’s signature hue and the gilded splendor of Thai heritage. Atop the structure sits a two-meter star, a symbol of prosperity in Thai culture. While the outer surfaces shimmer in gold, the inner walls are cloaked in mirrors, blending naturally with the hidden store inside.

Once inside, visitors are immersed in a world where haute couture, design, and craftsmanship converge. The 1,000-square-meter interior is divided into six distinct areas, each showcasing a curated selection of materials such as bamboo, raffia, and wood. These natural elements, deeply rooted in Thai tradition, bring warmth to the space while maintaining a contemporary aesthetic.

A domed room crowned with Dior’s signature star serves as a striking focal point.

At the heart of the building lies a domed room designed by Dior's Visual Merchandising Creation and Image Director, Luca Albero. Known for curating Dior’s men’s and women’s collections, Albero transformed the space into a visual masterpiece, with the domed room crowned by Dior’s signature star, echoing the celestial motif that has long been a symbol of the fashion house’s identity.

Art has always been an intrinsic part of the Dior universe, and the Bangkok outpost is no exception. A defining feature of Dior Gold House is its integration of art, with contributions from nine Thai artists transforming the space into a dynamic, living exhibition. Boonserm Premthada’s installation, for example, captivates visitors with its profound message. Created using elephant footprints, his work honors Thailand’s majestic wildlife while commenting on the delicate relationship between nature and urban expansion.

Saran Yen Panya’s take on the iconic Bangkok tuk-tuk.

Another standout piece comes from Saran Yen Panya of 56th Studio, who reimagines the iconic Bangkok tuk-tuk through the lens of traditional Thai craftsmanship. Intricately woven with rattan, reed, and wicker, the vehicle-turned-sculpture celebrates the country’s artisanal heritage.

Adding to the immersive experience, the interiors feature sculptural furniture by Eggarat Wongcharit and the Sumphat duo, Rush Pleansuk and Philippe Moisan. Their work merges modern design with traditional Thai techniques, creating pieces that balance functionality and artistic expression. Meanwhile, Wishulada Panthanuvong’s thought-provoking sculptures, made from industrial waste, provide a commentary on sustainability—a theme that has become increasingly important to fashion labels including Dior.

Bamboo-woven Lady Dior bag created by Vassana Saima and her son Savin Saima.

Perhaps the most delicate yet powerful works on display are the bamboo-woven Lady Dior bags created by Vassana Saima and her son Savin Saima. Inspired by blooming flowers, each bag is a metaphor for growth and transformation. The intricate weaving technique used in their creation draws on traditional Thai craftsmanship, particularly the art of bamboo weaving, which has been passed down through generations.

Beyond the artistic collaborations, Dior Gold House is, at its core, a retail experience unlike any other. The boutique offers a curated selection of fashion and accessories, spanning Maria Grazia Chiuri’s ready-to-wear collections to Kim Jones’ menswear.

Café Dior

Completing the experience is Café Dior, where gastronomy meets art. Led by three-Michelin-starred chef Mauro Colagreco, the café presents a nature-inspired menu of delicate pastries and refined flavors. Designed by Thai artist Korakot Aromdee, the interior showcases intricate bamboo installations that evoke Thailand’s lush landscapes, blending Dior's aesthetics with Thai elements.