Louis Vuitton Opens Visionary Journeys Experience in Seoul Combining Fashion Culture and Cuisine
Conceived as a new chapter in the House’s narrative of creativity and savoir-faire, this multi-level space celebrates Seoul as a crossroads of heritage and innovation, where art, fashion, and culture intersect in a perpetual dialogue around travel.
Since the opening of Louis Vuitton’s first store in Seoul in 1984, the city’s dynamic energy and cultural richness have remained enduring sources of inspiration for the House. From hosting “Volez, Voguez, Voyagez” in 2017, to the Prefall 2023 Women’s Show staged on the Jamsugyo Bridge over the Hangang River, Seoul has continually played a central role in Louis Vuitton’s story. It is also celebrated within the House’s literary editions and immortalized through Frank Gehry’s architectural masterpiece, the Louis Vuitton Maison Seoul in 2019—now home to the newly opened Le Café Louis Vuitton, unveiled in July 2025. The deepening relationship between Louis Vuitton and the city continues to flourish, evolving with creativity, and mutual inspiration through Louis Vuitton Visionary Journeys Seoul.
This brand-new narrative unfolds vertically across six floors at LV The Place Seoul: a luminous ascent through spaces that transition from Louis Vuitton’s creations to cultural exploration and beyond to Le Café Louis Vuitton and the Restaurant, JP at Louis Vuitton – every level expressing a distinct chapter to discover anew. At once an architectural landmark and an exploration of travel, Visionary Journeys in Seoul extends Louis Vuitton’s experiential universe following its acclaimed openings in Shanghai and Bangkok with more than 200 pieces presented. As 2026 heralds the 130th anniversary of the Monogram, Louis Vuitton pays tribute to its very essence – an icon of yesterday, today, and tomorrow—continually reinvented yet eternally emblematic.
Louis Vuitton Visionary Journeys Seoul is presented as an immersive narrative devoted to the House’s heritage of travel, craftsmanship, and innovation. Spanning three floors, the scenography has been conceived in collaboration with Shohei Shigematsu-OMA as a progression through themed rooms that trace Louis Vuitton’s evolution from a visionary trunkmaker to a global House of Culture.
The experience begins in the Trunkscape room, where visitors enter a tunnel lined with the Boîte Chapeau (hat box), setting the stage for Louis Vuitton’s pioneering art of travel. The site-specific installation previews the cultural escapade to follow and leads into the ground floor store. Beyond it, a spiral stair is wrapped in a dynamic LED display, forming a living timeline of craftsmanship while evoking landscapes and motion.
Louis Vuitton Visionary Journeys Seoul continues on the fifth floor with the Origins room, where defining historical moments and evolution of the House are explored in six chapters. The Historical Canvases that traces back the evolution of pattern, culminating in the creation of the Monogram canvas in 1896, a code of innovation, identity and artistry. Packing Fashion reveals the intimacy between couture and travel, where custom wardrobes and vanity cases translate elegance into motion. Together, these chapters compose a tableau of invention, a reminder that for Louis Vuitton, every new material or silhouette began as an answer to the call of voyage. Transports introduces the earliest trunks designed for trains, steamships, and automobiles — symbols of a world accelerating into motion. In Expeditions, robust trunks and field gear recall journeys to distant lands, testifying to the endurance of craftsmanship under every climate. Supple Monogram Canvas highlights the House’s pioneering materials, from the lightweight Gris Trianon canvas to textiles that made travel more practical and poetic. Epi Leather traces the rise of distinctive textures and forms –including Alma, Speedy, and Keepall, historical icons of the House – that transformed utility into timeless style.
A series of Lifestyle rooms celebrate Louis Vuitton’s expansion beyond travel into the art of living with a panorama of objects that express creativity through sound, reading, and ritual. The Watches room showcases the precision of time and the poetry of form. The Picnic room revisits the elegance of open-air leisure with portable trunks and tableware designed for pleasure and practicality. The Personalisation room has defined Louis Vuitton since its very beginnings, when each trunk was crafted to reflect its owner’s identity through hand-painted initials, distinctive motifs, and bespoke details. From the start, this tradition transformed every creation into a singular emblem of individuality and the spirit of travel. A nod to the dining room in Asnières, the room is constructed out of personalized trunk faces to form an immersive mosaic.
In a space conceived in the ironwork style of the Asnières workshops, the Workshop room immerses visitors in the creative heart of Louis Vuitton: the world of the artisan. Here, materials become protagonists as supple leathers, polished brass, and coated canvases are displayed alongside patterns and wooden moulds that recall the earliest trunks. Tools of the trade are presented as objects of beauty in their own right, symbols of the precision and patience that underpin every creation. Around them, the scenography evokes the atmosphere of the atelier with an interplay of light and material. Workshop leads into the Testing room, which pays tribute to the machine affectionately named Louise. Symbol of the House’s pursuit of durability and perfection, its quiet choreography illustrates that for Louis Vuitton, craftsmanship is not only artistry but also engineering.
In the Icons room, the evolution of Louis Vuitton’s iconic leather good creations is presented in a kaleidoscopic field of column-like vitrines. Objects within capture the vision of its distinctive Artistic and Creative Directors, each leaving their mark on the House’s legacy: Nicolas Ghesquière, Artistic Director of Women’s Collections, and Pharrell Williams, Men’s Creative Director and previous Artistic Directors Marc Jacobs, Kim Jones, Virgil Abloh. Icons such as the Speedy, Alma, Noé, Keepall, and Petite Malle appear as milestones in this creative lineage – enduring forms continually renewed as a remix of heritage and contemporary design.
In this spirit, the Monogram room offers a comprehensive overview of the iconic canvas, beginning with an entrance that traces its origins since 1896. The main space presents a playful array of forms—created through the ingenuity of Louis Vuitton’s artistic designers—as templates cut out from a floor-to-ceiling Monogram wall. From the Teddy Bear and Book Wallet to the Duck, Soccer Ball, Crab and Nautilus bags, the whimsical shapes highlight the creativity and fun inherent in the Monogram.
Descending the staircase from the fifth to the fourth floor, visitors witness an Atrium where monumental trunk columns composed of Monogram hanji paper are lit from within, creating luminous lanterns suspended from the ceiling.
The Music room unfolds in greater depth in an anechoic-like chamber where custom instrument cases, portable speakers, and DJ boxes are artfully juxtaposed with everyday objects like an iPod cover. The harmony between these elements celebrates the dialogue between tradition and modernity. Through collaborations and finely crafted instruments, music becomes a medium that echoes Louis Vuitton’s enduring rhythm of creativity and innovation.
Collaboration and Fashion rooms are back-to-back rooms that benefit from ever-changing backdrops that convey the diverse creative output and infinite possibilities through the distinct visions of creative directors and artists who collaborated with the House. Artifacts and ready-to-wear are displayed – spanning historical collaborations with designs from Marc Jacobs, Kim Jones and Virgil Abloh along with creations of Nicolas Ghesquière and Pharrell Williams, with emphasis on travel and the House’s connection to Korea. For the Collaboration room, the bags rotate on a carousel as their canvas are projected onto a screen, the image mirrored across a wall of reflective bags, creates a fully immersive experience. While the Fashion room playfully employs a split-flap display (as used in airports and train stations) exploring the evolution of Louis Vuitton’s collections and fashion shows. Links to Korea can be found in both rooms through for instance the Artycapucines bag designed in collaboration with Park Seo-Bo or Look 1 from the Women’s Pre-fall 2023 Show staged on Jamsugyo Bridge in Seoul.
Café and restaurant
Le Café Louis Vuitton, located on the fourth floor at the end of the cultural escapade, welcomes visitors for an elevated pause designed to awaken all five senses. Under the creative direction of the awarded world best pastry chef 2025, Maxime Frédéric proposes delicate pastries, and barista creations that features French tradition with a Korean twist. The experience reaches its peak with the new Tea Time, a unique interpretation of the classic ritual.
Presented on an exclusive stand designed by Objets Nomades, the miniature signature entremets: Chocolate Monogram, Tiramisu Montenapoleone, Vanilla Dream, Hazelnut Flower, Strawberry Charlotte and Goguma Petula will be served. Among the duo of exclusive Korean indulgences, the Goguma Petula, crafted with roasted beniharuka sweet potato and pecan crunch reveals how two savoir-faire can unite to create a moment of pure delight. This entremets finds its perfect match in the Chestnut Caramel Iced Latte, offering a refreshing pause. For a refined, elegant treat, Le Chocolat Maxime Frédéric at Louis Vuitton celebrates the original Parisian counter by presenting artisanal confections that are meant to be savoured and shared.
Crowning the Louis Vuitton Visionary Journeys Seoul experience, the sixth-floor restaurant, JP at Louis Vuitton, welcomes guests to experience the cuisine of Junghyun Park, best-known for his Atomix restaurant in New York City, awarded with two Michelin stars. Louis Vuitton inaugurates the Korean-born chef’s first restaurant in Korea, by reinforcing the Culinary Community and encouraging the integration of local cuisine. Expanding on the Louis Vuitton lifestyle experience, the meal will be presented on the Constellation tableware in a warm tone of saffron. Clients will be invited to discover the Heritage tasting menu, a five-course exploration of perfectly paired savoury creations. The menu includes soy-sauce marinated blue crab, accompanied by a silky egg custard offering a delicate umami profile reminiscent of refined coastal cuisine. It also features a bolder composition of lobster enhanced with Korean mustard and gochujang, bringing a harmonious balance of heat and depth while a Hanwoo Tenderloin with beetroot and galbi sauce further highlights the richness of Korean cuisine. The experience concludes on a sweet, refreshing note with along others, an artisanal rice ice cream and tangerine sorbet topped with a light makgeolli foam—an elegant finale to a thoughtfully composed menu.
With its architectural ambition and cultural resonance Louis Vuitton Visionary Journeys Seoul at LV the Place Seoul, Shinsegae The Reserve becomes a multi-dimensional gateway connecting heritage and the art of travel with the evolving rhythm of contemporary Korea.
The store
The store at Louis Vuitton Visionary Journeys Seoul is unified by a design language that references the traditional Saekdong palette. The vivid harmony of its multicoloured stripes, reinterpreted in refined tones and textures, infuses the interiors with an atmosphere of optimism and craftmanship rooted in Korean heritage. An exclusive capsule collection will be unveiled, available only at Louis Vuitton Visionary Journeys Seoul, at LV The Place Seoul, Shinsegae The Reserve. It will be available within the dedicated spaces for Men’s and Women’s ready-to-wear, leather goods, watches and jewellery, shoes, beauty and fragrance –from exclusive versions of the Capucines BB, Speedy Soft and All In BB to bag, complemented by Attrape-Rêves and Imagination scents with unique animations.
The first floor is dedicated to Women’s leather goods, beauty, accessories and watches and jewellery while the second floor is dedicated to Women’s leathergoods, ready to wear and shoes. Men’s section is found on the third floor with leather goods, accessories, ready to wear and travel collections.
On the Fourth Floor, through the gift store, visitors can also discover a Vivienne dressed up for Seoul and a pencil pouch are among the exclusive collectibles presented with the sense of wit and craftsmanship that define Louis Vuitton’s approach to the art of giving. The Home Collection area showcases a selection furniture, decorative objects. Here, Louis Vuitton’s Objets Nomades highlight the various designer-led, contemporary interpretations, evolving the House’s tradition of crafting exceptional objects for daily life.
Opening Days / Hours:
Mon – Thu: 10:30 – 20:00
Fri – Sun & Public Holidays: 10:30 – 20:30
JP at Louis Vuitton – Opening in January
Mon – Sun: 11:30 – 22:00
(except on the department store closing day)
Address:
LV The Place Seoul, Shinsegae The Reserve
63 Sogong-ro, Jung-gu, Seoul
Reservations:
