DIOR Seongsu

mongsang_magazine

[Seoul Christian Dior Holy Water]
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Seongsu-dong, heading for splendor on a desolate road.

The story begins in the 1950s. Seongsu-dong is now full of young people. Many people who follow the times and trends gather here and walk the streets. But what would it be like in the past, if you could play a boat on Ttukseom Island and believe that a racetrack was located before it became the present Seoul Forest.

As urbanization began in the late 1950s, small and medium-sized factories began to be built in Ttukseom and Seongsu-dong. In the 1970s, 20 years later, in the era of industrial revival, steel, printing, wigs, and handmade shoe factories filled Seongsu-dong. Among them, a place called Geumgang Jehwa moved to Geumho-dong, and related companies that were scattered around gathered in Seongsu-dong, creating the identity of 'Seongsu-dong is handmade shoes'. Starting with that, it began to change from shoe production to handmade shoes made by shoe craftsmen. As a result, around 2010, with the support of the Seoul Metropolitan Government's economic policies, Seongsu-dong became an area specializing in handmade goods.
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Seongsu-dong + handmade shoes = ?

Seongsu-dong, which has established itself as a street of handmade shoes, has faced a change in which surrounding artists and young designers gather one by one. Although they were artists with poor pockets, they were more suited to changing the gray factory district. Thus, the factory area has changed with artistic colors. The street that used to be filled with old houses was transformed into the trendy Seongsu-dong, where food or workshops and cafes, sometimes a combination of the two, were created, and acts of respect for the new and the existing took place simultaneously.
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Currently, Seongsu-dong is changing a lot through various attempts. Many luxury brands are testing their potential by opening pop-up stores. As one of those processes, 'Dior Seongsu' was opened.

The facade of Dior's best boutique located at 30 Montaigna, Paris, France was taken as it was, and the facade was created by adding a transparent mesh design to the metal material. In addition, the mesh and roof secure a sense of openness. And around the building, Korean nature is together in the form of a French garden. For Dior, gardens are places of inspiration, and they exist.

Who would have thought that a place full of factories in Seongsu-dong would become a street of youth? Would you have thought that it would become a street filled with splendid luxury goods from factories in gray light? It is said that Dior said this while creating this place. “I thought it was time to show up in places where people today don’t expect us.”
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The value of that street cannot be judged haphazardly, and no one can perfectly predict it. It is not abandoned because it is backward, but it becomes a land of opportunity for some, and to the land, that person can become a noble person. Seongsu and Dior are looking forward to what they will look like after time passes.

location
- 7, Yeonmujang 5-gil, Seongdong-gu, Seoul

Information Use
-Mon-Fri 12:00-20:00 / Weekends 11:00-20:00
-Café is available upon reservation / Reservation deadline in May / Reservation open on May 15 / Admission available after on-site waiting