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Dior Opens ‘Gold House’ in Bangkok

The French mega-label unveiled a temporary concept store in the Thai capital on Dec. 8, amid a flurry of investments in the country’s fast-growing luxury market.

The 'Dior House' in the Ploenchit district of central Bangkok.

By

Simone Stern Carbone

08 December 2024

French mega-label Dior opened a temporary ‘Gold House’ concept store in the upscale Ploenchit district of central Bangkok on Dec. 8. The space, with a facade modelled after the brand’s historic Avenue Montaigne flagship, showcases work by Thai artists and houses a ‘Café Dior’ featuring desserts from three Michelin-starred chef Mauro Colagreco.

The move comes amid a flurry of investments in luxury retail in Thailand. A $3.2 billion upscale shopping district, One Bangkok, is rising in the Thai capital’s diplomatic quarter, as legacy department stores and malls in the city and around the country renovate and expand their footprints.

Thailand’s personal luxury goods market is set to reach $2.4 billion in retail value this year, increasing at a CAGR of 9 percent through to 2029, according to Euromonitor.

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Thailand Is Becoming a Luxury Retail Powerhouse

A $3.2 billion new luxury precinct called One Bangkok is rising in the Thai capital amid a flurry of investment by the city’s legacy department stores and malls as they renovate and expand to popular tourist destinations nationwide.

About the author

Simone Stern Carbone

Simone Stern Carbone

Simone Stern Carbone is Luxury Correspondent at the Business of Fashion. She is based in Zurich and Paris and covers fashion and beauty, with a focus on the dynamic luxury sector.

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Christian Dior

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