Louis Vuitton has unveiled LV The Place Seoul, an extraordinary multi-level destination that combines retail, gastronomy, and cultural immersion. Titled Visionary Journeys Seoul, the space celebrates the Korean capital as a dynamic crossroads where heritage meets contemporary style, while reflecting the House’s legacy of travel and craftsmanship. The store spans six floors, with architectural interiors inspired by the traditional Saekdong palette, infusing refined multicoloured stripes rooted in Korean heritage. Visitors encounter the Trunkscape room first, a tunnel lined with the iconic Boîte Chapeau (hat box), which introduces the House’s pioneering history.
Immersive Cultural Exploration
The journey continues through three museum-like floors designed in collaboration with Shohei Shigematsu-OMA, tracing Louis Vuitton’s evolution from trunkmaker to global House of Culture. Guests can explore themed rooms highlighting the Origins of the Monogram, the Expeditions of early travellers, and the Personalisation tradition, which transforms each creation into a unique emblem. During a first-hand experience, Takashi Murakami shared his reflections on the House, his collaborations, and his perspective on AI’s influence on art, stating, “Our reality is whatever we see, whether it is digital or physical, it is how we perceive it. I’m not worried about AI affecting my art. I too went digital with my NFTs and I made a lot of money doing that.” The space also features the collaborative Artycapucines collection, giving visitors insight into the creative process behind Murakami’s Paris Art Basel showcase. The opening attracted major Korean ambassadors, including LISA, J-Hope, and Felix of STRAY KIDS.
Culinary Excellence at LV The Place
Crowning the experience, LV The Place Seoul introduces two culinary destinations. Le Café Louis Vuitton serves delicate French pastries and barista creations with a Korean twist, overseen by world-renowned pastry chef Maxime Frédéric. Above it, JP at Louis Vuitton will open in January 2026 as the first Korean restaurant by two-Michelin-starred chef Junghyun Park, offering a heritage tasting menu that celebrates local cuisine and the Culinary Community. Together, these experiences reinforce Seoul’s pivotal role in Louis Vuitton’s global narrative and transform the space into a comprehensive destination for culture, fashion, and gastronomy.
Address:
LV The Place Seoul, Shinsegae The Reserve, 1F Shinsegae Department Store, 63 Sogong-ro, Jung-gu, 04530, Seoul, Korea