The Reasons Behind The Opening Of The Dior Gold House Concept Store In Bangkok

The new concept store is located in the dynamic Ploenchit district of Bangkok. Thai artisans and artists have made a major contribution to the enhancement of the premises, with decorations created using local materials as a priority. In this respect, craftsmen Vassana and Savin Saima have designed a bamboo version of the ‘Lady Dior’ bag. Further on, a tuk-tuk made from rattan and bamboo decorates the lush garden. Visitors can discover women's collections designed by Maria Grazia Chiuri, menswear by Kim Jones, leather goods, tableware, and jewelry.

Dior's odyssey around the world finds its umpteenth extension in the boutique's café, where the menu of exotic flavors blends the French and Asian culinary worlds created by Mauro Colagreco, the Argentinian chef with three Michelin stars. Artist Korakot Aromdee was responsible for decorating the café, inspired by local flora and fauna.

Part boutique, part exhibition, and part amusement park, Gold House reflects the objectives set by LVMH: the consumer experience must move away from the dynamics of a simple purchase to sublimate a sensory adventure where wonder is at the center of the game.

This same strategy was already in place in New York last November, with the opening of the gigantic and surprising Louis Vuitton ephemeral boutique in Manhattan: a dreamlike space featuring 16-metre-high trunk towers and a vertical wall of mirrored bags.

In the case of Gold House, Bangkok's choice was no accident. Thailand is back at the top of the list of interesting destinations for luxury brands. In 2026, the capital will see the opening of One Bangkok, a high-end shopping complex worth 3.2 billion dollars located in the diplomatic quarter. The Thai luxury goods market, across all categories, was estimated last year at $2.4 billion and is forecast to grow by 9% a year over the coming years. By 2029, it is expected to reach $3.6 billion.