Seam in the outside, seam in the inside,
not could have been erected a best Mansion in Seoul for the luxury brand by
excellence.
(Edición en español)
(Edición en español)
Hi, how
affects the maximum expression of the luxury to the architecture? Or, expressed
in another way, can we understand the architecture without the luxury? If you
ask to your tireless "search engine" of materials and construction
systems, Rodolfo (I, of course), sure that he would tell you something witty and
disturbing, as, for example, "asks Dior!"
Recently
I was invited (of course) to the opening of the Maison of Dior in Seoul, specifically in the luxurious Cheongdam
Dong District. This district has been transformed in the commitment of the
French brand by the market of South Korea. A
building that weaves the Haute Couture with the architecture and who dares with
new challenges, such as, for example, the merger of three different materials
in the creation of a fantastic facade that lights up the street from the end
more opposed (if you think it is true, I was pleasantly surprised).
The outcomes
accompany the company in the first half of this year, and with
this new incursion anyone doubts their growth in the Asian market. So, with the
wind in favor, Dior decided to embark on this new adventure that involves the
completion of the last (for now) brand boutique. The design of the
building was conducted by the famed Christian de Portzamparc, in whose career
has a Pritzker Prize from
1994 (not-so-distant).
The
architect, of the old school, was not only based on his professional
experience, also he got involved with the art of sewing, scrutinizing with
interest for find the idea I wanted to express. Thus, the construction is
clearly separated in two volumes, which reflect two ideas clear and
antagonistic: the lightness and the absoluteness. The first represented by the
shades of white of the façade and its different provisions in layers of metal
and glass, together with the asymmetry (parts of the building that not saved
spatial relationship between them) of its exterior. The second,
represented by a sullen and rectangular volume, of which comes the first,
merging ideas in a subtle and elegant, as the House of fashion would.
The construction is distributed in six
floors, with an art gallery, a lounge VIP (where make presentations), and, as a
pleasant surprise, two plants unique to the Dior Homme collection,
obviously, I took note of what I need to buy. When you enter in
the building, you can see the hand of the other great architect of the design
in this great work, Peter Marino, whose
experience includes houses as Chanel, Loewe and Louis Vuitton among
others. He was who decided to greet us with a sculpture of Lee Bul. Also had to do with the
arrangement and choice of interior decoration, where the decorations shine with
their own light: woods, lacquers, leather, unique fabrics...
If I
did not say it, the opening of the building was on 20 June, and, if I have not
said you, I have two places which, undoubtedly, will impress you. The first is
the spiral staircase that reach different levels intended for the
prêt-à-porter, with the most varied collection of Dior (shoes, perfumes,
jewelry, bags...) for the Femme, all elegantly distributed with the due
harmonization of tones in different walls and furniture. As all important stairs combines aesthetics and functionality, thus,
gives a feeling of weightlessness comparable to the (fantastic) facade, this
time by two equally opposing concepts: transparency on a railing and the
reflection in the other, however, the effect of enlargement of the space is to
sit and admire it.
My
other place is favorite for three reasons. The first by the location, the top
floor which includes terrace outside, the second by the function, is a plant
intended to Cafeteria with a superb and luminous design which include the large
floor-to-ceiling windows, and, most importantly, the third reason, has its own
name: Pierre Hermé, a
renowned French pastry chef who comes from a line of chefs and he has written
numerous books and has distributed its boutiques by the world. Hermé has
prepared a letter special for Dior coffe (so called) with unique products, such
as the Ispahan (association of rose, litchi and raspberry), and other surprises
that I will not reveal (at least today).
As gift for the visitors to this new
flagship, Dior has launched an exclusive collection that only will be sold
there, accessories and handbags with the phrase of Limited Edition that, surely, become in the obsession for the many
adorers of the brand.
But now
you are going to allow me that I return to the facade. In 2011 Portzamparc
begins to glimpse what will be the outside surface, it is clear that he wants
to cover it in such a way that it represents a dress. He dissects this huge
fabric in eleven parts, in the form of folds or pieces of cloth that exits the
metal box (enormous). These huge areas (of up to 20 meters height) had to be
made with a very special material, an intense work of experimentation was
necessary to achieve this. Conclusion: the fusion of resins, plaster and
fabric, in unique molds and with a colossal size.
With this discovery they moved to Seoul,
where it prepared the molds and gave life to the panels that perfectly simulate
the weightlessness, the touch and the fluidity of a fabric. They
required large transports and the blockade of the main arteries of the city to
move these pieces from the factory to its resting place. Once there began
another equally singular work, using two cranes led the elements to its final
location, them respecting the necessary franchises for proper dilation of
various materials. The dilation is the property that most affects the design of
a building, so it is not a trivial matter, limits us the size, the distribution
and the efficiency. The useful life of the building depends of the rigorous
implementation of these parameters (resounding).
For me, this is a clear example of the
combination of the different qualities of materials: adhesion of the resins,
workability of the gypsum and the tensile strength of the fabric. Bye
bye.