With a Restaurant, Boutique, and Showcase of Local Art, the Establishment Courts Thailand’s Increasing Importance in the Global Luxury Market
Dior is set to open a new establishment, the Dior Gold House, in Bangkok, Thailand. The move responds to the country’s increasing significance as a market for luxurious brands. The concept store will feature sweet treats from Cafe Dior by Michelin-starred chef Mauro Colagreco, Dior’s collections, and works from local artists.
The premises will officially open its doors on December 8 and is situated in a garden at 1029 Ploenchit Road in central Bangkok’s Ploenchit district, renowned for its upscale apartments, high-end malls, boutiques, luxury hotels, and embassies.
Drawing inspiration from the architecture of Dior’s historic Paris flagship at 30 Avenue Montaigne and mirroring the brand’s supersized pop-up store in Seoul, its facade is an homage to Dior’s heritage. The temporally stucture is scheduled to remain standing for two years, with alterations according to the changing seasons and collections designed by Maria Grazia Chiuri and Kim Jones, creative directors of women’s wear and men’s wear, respectively.
The featured artists consist of Korakot Aromdee, celebrated for his bamboo-made light fittings, Wishulada Panthanuvong, who crafts art pieces from waste materials, and Saran Yen Panya, who founded 56th Studio. Additionally, Thai architect and designer Rush Pleansuk, French photographer Philippe Moisan of Sumphat Gallery, Boonserm Premthada, head of Bangkok Project Studio, Vassana Saima and Savin Saima of brand Vassana, and furniture designer Eggarat Wongcharit will also have their works showcased in the store.
Market research firm Statista estimates the Thai luxury goods market to be worth $3.4 billion in 2024, with a compound annual growth rate of 3.4 percent from now until 2029. Dior, owned by luxury conglomerate LVMH Moët Hennessy Louis Vuitton, presently has five permanent boutiques in Thailand — four in Bangkok and one in Phuket.
In the previous year, Dior chose Thai actors Nattawin Wattanagitiphat, famously known as Apo, and Phakphum Romsaithong, also known as Mile, as men’s ambassadors for Thailand. The Dior Gold House represents the brand’s commitment to incorporating local culture into its international boutiques, allowing visitors to enjoy a unique experience that combines global luxury with local creativity.