Dior Gold House Bangkok Integrates Thai Artistry with Parisian Elegance
- Kyla Chow
- May 3
- 3 min read
Explore Dior’s Gold House, a remarkable concept store in Bangkok’s Ploenchit neighborhood, merging Thai handicraft, haute couture, and culinary artistry in a tribute to culture and design.
As part of the Dior Around the World expedition, the Parisian maison establishes a remarkable concept store in the esteemed Ploenchit neighborhood of Bangkok, serving as an enchanting sanctuary within the vibrant metropolis.
The concept store represents a seamless integration of Thai culture and Dior's esteemed craftsmanship. Commemorating the intricate artistry of Thai artists, with whom Dior collaborated to create a conversation that respects Thai tradition. Simultaneously, it honors the original home at 30 Avenue Montaigne in Paris—the birthplace of Parisian haute couture, established by Monsieur Dior in 1946.
The location of the Gold House, previously a modest car park, has been metamorphosed into an exceptional area adorned with verdant gardens, where botanical designs flourish alongside tranquil water features. The structure, reflecting Dior's Paris headquarters, is topped with a mansard roof and adorned with 300 false windows, each facade meticulously embellished with a million handcrafted gold mosaic tiles, a color that perpetually signifies Dior's brand identity.
Upon entering, one is immersed in the diverse realms of Dior, encompassing Maria Grazia Chiuri’s ready-to-wear lines and Kim Jones’ menswear, which includes footwear, accessories, bags, and jewelry. The Dior Maison lines for tableware are prominently featured, harmoniously incorporated into the decor of the concept store.
Designed by Luca Albero, Dior’s visual merchandising design and image director, the interiors are exceptionally elegant and sophisticated. Signature motifs, including Dior's lucky star, toile de Jouy, and the classic Plan de Paris print, are artfully juxtaposed with natural materials like bamboo, wood, and raffia, resulting in a harmonic fusion of elegance and earthy warmth.
The Dior Gold House celebrates the nation's culture and populace by featuring creations from nine prominent Thai artists, each adding to its distinctive story. One of the notable pieces is a reimagining of Bangkok's emblematic tuk-tuk by Saran Yen Panya of 56th Studio. This reinterpreted tuk-tuk, a vivid emblem of Thailand’s lively streets, has been converted into a masterpiece that connects its indigenous culture with Dior’s sophistication. The tuk-tuk, with its audacious design and careful craftsmanship, serves as an artistic expression and a whimsical reference to Thailand's vibrant metropolitan environment.
Moreover, guests are welcomed with installations created by Boonserm Premthada, composed of elephant footprints, alongside sculptures by Wishulada Panthanuvong that elegantly embellish the interiors. Enhancing the allure, couches by Eggarat Wongcharit accentuate one of the boutique's rooms, while furniture by the Sumphat duo—Rush Pleansuk and Philippe Moisan—harmonizes aesthetics with practicality, each item radiating its distinct character.
Finally, artists Vassana Saima and Savin Saima of Vassana have created a collection of Lady Dior purses with bamboo, inspired by traditional flower artistry. These exceptional creations are shown in a designated area, presenting an ideal blend of tradition and high fashion.
For a refined experience, visit Café Dior by Mauro Colagreco, where exquisite cuisine converges with creative elegance. The area features a remarkable bamboo installation by Korakot Aromdee, reinterpreting nature's flora and wildlife in a design that seems nearly animated, with plants, flowers, and birds manifesting in three dimensions. This captivating setting harmoniously enhances the three-Michelin-starred chef’s nature-inspired food, merging Christian Dior’s appreciation for the natural world with the Maison’s sophistication.
The Dior Gold House is a dynamic amalgamation of Thai heritage and Dior's sophistication, honoring artistry and tradition. It provides an immersive experience, integrating culture, craftsmanship, and couture into a cohesive homage to Thailand’s heritage and Dior’s enduring vision.
The Dior Gold House is accessible to the public at 1029 Ploenchit Road, Lumpini, Pathumwan, Bangkok.
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