Activation Commerciale

(Auteur :  Idées Locales)
Deux maisons prestigieuses avec des savoir-faire exclusifs s’associent pour offrir une expérience du luxe « à la française » à Séoul.

A Séoul (Corée du Sud), le Café Dior by Pierre Hermé

Situé sur le toit de la « House of Dior », le Café Dior by Pierre Hermé, a ouvert ses portes en juin 2015. Il se veut un lieu de raffinement et de gourmandise, grâce à la pâtisserie du cultissime chef Pierre Hermé, déjà bien connu à Séoul pour ses boutiques de macarons.

Le luxe à la française
Porte drapeau de la maison de luxe française en Asie, le bâtiment Dior met en valeur l’univers riche et sophistiqué de la marque. L’édifice, élégant et avant gardiste, est haut de 6 étages. Il reprend le motif du cannage, si cher à Monsieur Dior, et la façade, rythmée par des voiles en résine et fibre de verre donnent une impression de légèreté incomparable.

Créé par l’architecte français Christian de Portzamparc, sa conception audacieuse et ses moindres détails de construction évoquent les grands plis de taffetas et raconte ainsi le savoir-faire de Dior en matière de haute-couture : « J’ai voulu que le bâtiment représente Dior, qu’il entre en résonance avec le travail de Christian Dior. Cela m’a conduit à rechercher la douceur de surfaces d’apparence souples, tramées comme les toiles blanches de coton que travaille le couturier. Ces surfaces, qui s’élèvent vers le ciel, ondulées comme animées d’un mouvement, traversées de quelques lignes, sont réalisées par de longues coques de fibre de verre moulées, assemblées avec la précision d’un avion. », explique l’architecte.

Un pont entre la mode et la gastronomie
L’intérêt pour les marques Dior et Pierre Hermé d’inaugurer ce Café Dior est double :  d’une part, de gagner en prestige en créant ensemble une expérience du luxe « à la française », et d’autre part, de mettre au jour les synergies entre leurs deux maisons de notoriété mondiale, aux traditions artisanales et au savoir-faire exclusif.

A propos de la création du Café Dior, Pierre Hermé précise : « En pâtisserie comme dans la haute couture, le choix des matières premières, l’attention prêtée aux détails, la transmission de nos savoir-faire d’individus en individus, fait la richesse de nos métiers. » Tout comme les vêtements de Dior sont synonymes de sensualité via les matières et leur conception à la main, les pâtisseries de Pierre Hermé sont un festival des sens

Des créations culinaires inédites
Proposant une carte évolutive qui fait la part belle aux saveurs de saisons, on peut y déguster les desserts signatures comme l’Ispahan, revisité en version glacée, les fameux macarons, ainsi que des thés, chocolats chauds et cocktails. Mais le menu propose aussi et surtout de nouvelles créations imaginées par le chef comme le dessert baptisé « Initiation des goûts, textures et températures », pensé autour du chuao, un chocolat vénézuélien

La Décoration de l’espace
De plus, l’espace élégant du salon de thé et la terrasse épurée imaginé par le designer Peter Marino offrent un écrin cossu pour les plaisirs terrestres. La décoration fait la part belle aux couleurs douces, grises et pastel, pour une ambiance feutrée. La House of Dior est située au cœur de Cheongdam-Dong dans le très chic quartier de Gangnam-gu, où désormais la clientèle fortunée de Séoul a ses habitudes de sorties culturelles et de shopping.

Source : ideeslocales.fr

(Author : In Young Bae)
The Adidas Originals Seoul flagship store, which closed last Monday, will open on July 28 again.

Adidas Originals to open renewal flagship store in Gangnam, Seoul

Adidas Korea renewed its flagship store and reopened to commemorate the third anniversary of the opening of this year. “Adidas Originals” will provide consumers with the store as a space to express their individuality and creativity, not just a place to sell products. The store, which opened in 2014, attracted attention as the third flagship store of Adidas Originals in the world. While expressing the aspiration to become Seoul’s leading street fashion and cultural center, it was loved by sneakers mania with various collaborations and limited edition items of “Adidas Originals” as well as parties and events.

“Adidas Origins” has organized a variety of events on the theme of ‘CREATIVE CANVAS’ that fans of the brand can participate and enjoy before re-opening.

On Saturday, July 29, the first weekend of reopening, the ‘Do The Over’ party, which has been taking part in celebrated cities all over the world starting in LA in 2005, is held in the back yard of the flagship store. The famous DJs will show DJing performances in ‘Do The Over’. Anyone who is a fan of “Adidas Originals” can apply through the event page.

As part of the NMD ‘NEVER FINISHED’ campaign from September 29th to August 9th, various inspirational pictures of the city taken by customers will be displayed in the store. On August 5th, it will hold ‘ADIDAS MAKER LAB’ event where you can create your own sneakers miniature of your desired design and color.

On August 12, “Adidas” sneaker collector “Quat” of Berlin, Germany will visit the flagship store. He will display 200 pairs of “Adidas” vintage sneakers in his collection and have a time to meet domestic consumers, talking about street culture.

Source : retailinasia.com

(Autore:  Laura Galbiati)
Il brand bolognese Tonino Lamborghini ha inaugurato un nuovo flagship store presso lo shopping mall Starfield Hanam di Seoul, il gigantesco multiplex mall di circa 152 mila metri quadrati nato dalla partnership tra i due colossi del real estate Shinsegae Group e Taubman Asia.

tonino-lamborghini-apre-a-seoul-e-lancia-gli-smart-device-con-korasia

L’apertura della boutique Tonino Lamborghini è avvenuta grazie alla collaborazione con l’azienda coreana Korasia, affiliata del primo provider nazionale di soluzioni IT, Dasan Networks. Korasia è il distributore ufficiale della linea Tonino Lamborghini Swiss Watches in Corea, Cina e Giappone, e della linea Tonino Lamborghini Golf in Corea e Cina ed è licenziatario mondiale per la realizzazione di accessori IoT (Internet of Things) a marchio Tonino Lamborghini. Annunciato durante la scorsa edizione di Baselworld, il lancio di smart band, smart watch, smartphone e home&office IoT brandizzati Tonino Lamborghini è previsto tra la fine del 2016 e la primavera 2017.

Il flagship Tonino Lamborghini, al piano 2F del mall, ha una superficie di circa 130 metri quadrati e ospita tutti gli accessori luxury del marchio, oltre a un corner per la caffetteria. La facciata all black è illuminata da tagli al neon rossi e da una vetrata a esagoni; l’interior design richiama gli stessi paradigmi stilistici con pareti e pavimenti neri, tagli di luce rossa e display esagonali ispirati alle griglie d’areazione delle macchine sportive di lusso. La scultura di Toro dorato in “posizione di Veronica” rende omaggio al simbolo del marchio italiano.

All’opening, Ferruccio Lamborghini, figlio di Tonino Lamborghini e vicepresidente dell’azienda bolognese, ha dichiarato: “Con i nostri partner coreani Korasia e Dasan, per il nostro primo flagship dedicato agli accessori di lusso in Corea del Sud abbiamo scelto come location il mall Starfield Hanam, che a breve sarà il parco commerciale più visitato di tutto il Paese. Per la prima volta qui un nostro monomarca offre alla clientela coreana i nostri prodotti core, orologi e occhiali, oltre ad accessori da golf, luxury beverage e un angolo di relax con il corner caffetteria, il tutto all’interno di un vero e proprio paradiso dello shopping asiatico.”

Il Direttore di Korasia, Kim Tae-Chul ha aggiunto: “Siamo veramente orgogliosi di rappresentare il marchio italiano Tonino Lamborghini nel nostro Paese. Oltre alla volontà di aprire altri negozi simili in centri commerciali di lusso asiatici, il grande progetto a cui stiamo lavorando da tempo insieme alla nostra casa-madre Dasan è il lancio, tra la fine del 2016 e la primavera del 2017, di accessori IoT marchiati Tonino Lamborghini realizzati in Asia con il supporto dei designer dell’azienda italiana.”

Target di riferimento è il nuovo settore premium degli accessori IT, definibile come “Techno-luxury”, che l’azienda bolognese ha già approcciato lo scorso anno con il lancio del cellulare Tauri88.

“L’azienda fondata da mio padre e ispirata ai valori della nostra famiglia”, ha concluso Ferruccio Lamborghini, “rappresenta un simbolo di design italiano, lusso e lifestyle da oltre 30 anni. Sappiamo che la nostra vita sta cambiando considerevolmente a causa della rapida diffusione dei dispositivi digitali. Mio nonno e mio padre sono stati entrambi dei grandi innovatori nei loro rispettivi campi d’azione. Oggi, in qualità di rappresentante della terza generazione della famiglia Lamborghini, sono orgoglioso di annunciare, insieme a Dasan-Korasia un futuro ancora più tecnologico e smart per il nostro brand”.

Fonte: it.fashionnetwork.com

(Author : retail design blog)
With the launch of the Boost™ running shoe, URBANTAINER and adidas created the ‘Boost™ Energy Lab’ experience space in the adidas flagship store in Myeondong, open to visitors for two months starting from August 13.

adidas Boost™ Energy Lab pop-up store

Following the much acclaimed ‘Springblade Innovation Lab’, URBANTAINER brought together graphic design, light installations and enhanced experience touch points in an overall concept direction to create a unified brand experience.

The ‘Boost™ Energy Lab’ consists of two areas, the ‘Display Zone’ which highlights the functionality and design of the Boost™, and the ‘Experience Zone’, in which visitors can experience the running shoe while wearing it. The Display zone focuses on the Boost™’s cushioning, represented by acrylic cylinders, and expresses the formation and movement, and the play between cohesion and explosive power of the energy capsules with a moving light installation.

adidas Boost™ Energy Lab pop-up store1

The LED panels in the floor of the Experience Zone interact with the projection mappings projected onto sculptural backgrounds. URBANTAINER and adidas are happy to provide an opportunity to get a direct physical impression of the characteristics of the cushioning, enhanced by the visual sensation provided by interactive installations.

Source : retaildesignblog.net

(Author : Gregory Francis)
With a six-storey retail space in the heart of Seoul, French luxury brand Dior recently opened doors to its brand new boutique. An architectural delight, it is crafted by the prestigious Pretziker prize-winning architect Christian de Portzamparc. Check out why it is impossible to take one’s eyes off this magnificent fashion monument.

Dior’s New Seoul Boutique is an Artistic Interpretation

 

Best known for its futuristic attractions and sprawling skyscrapers, Seoul, the capital city of South Korea, recently witnessed the unveiling of an artistic creation by the French luxury fashion brand, Dior. Designed and conceptualised by the French Pretziker prize-winning architect Christian de Portzamparc, the humongous structure is magnificently beautiful, to say the least.

After creating famous buildings and real estate masterpieces across the world, including New York’s famous LVMH tower, architect Christian de Portzamparc’s ambitious new design for Dior encapsulates beauty akin to the flowy structure fabric. Featuring a white satin like façade, the voluminous folds of the exterior are inspired by fabric and its shape and movement, just like the toiles created in Dior’s Haute Couture Atelier. In all honesty, the design concept of this new House of Dior outsmarts all the other boutiques it owns. Taking the form of 12 soaring resin and fibreglass sails that stand proud above the building’s base, decorated with Dior’s cannage motif, its four-year process of design and construction required significant technical innovation.

Dior’s New Seoul Boutique is an Artistic Interpretation1

An exclusive world of Dior’s immaculate couture creations, ready-to-wear line, accessories, bags and shoes,  the building also owns a gorgeous fashion gallery, VIP lounge for the discerning and a café operated by the infamous pastry chef Pierre Hermé himself. Alongside an exclusive line of bags and accessories engraved with ‘ Limited Edition’, as in for the city, the dramatic ceilings and towering white sail-like folds also feature sculptures by French sculptress Claude Lalanne and a crystal, glass and aluminium installation by Korean artist Lee Bul.

Reflecting Dior’s timeless elegance, the new boutique is surely a masterpiece that will make it to the book of fashion. Already in business since June 20, 2015, this boutique is definitely an attraction you must explore when in Seoul.

Source : luxpresso.com