Luxury haute couture label Louis Vuitton has unveiled its flagship store in South Korea‘s Seoul. Built beyond shopping, it is more than just a retail outlet but an entire experience. The multipurpose space brought culture, dining, and couture under one roof as a part of the ‘Louis Vuitton Visionary Journeys Seoul’. Located at the Shinsegae Department Store in Jung-g, the LV store has interiors beyond imagination.
With LV monograms flashing at you, the store is anything but subtle. The grandeur is nothing short of a luxurious experience, which takes the visitor on a journey – from blueprint sketches to antique trunks. This immersive destination is dedicated entirely to Louis Vuitton‘s brand identity, which transforms the act of shopping into art.
Inside LV’s Seoul store
The dramatic installations are just one part of the immense store. Opening to an astonishing cube display, it merges the modern silhouette with the classic LV heritage. Monogrammed, these columns are crafted from hanji, a traditional mulberry paper. Inspired by the Korean interiors ‘seakdong’, it features colourful vertical stripes – bringing a vibrant vibe to the interiors.
The overall aesthetic is soft, as pale tones run across the space. Connecting the store’s floors in a seamless pattern, the first three stores are dedicated entirely to retail. It boasts the signature leather goods and accessories for women first, followed by men’s RTW and shoes. The store also houses exclusive capsule editions of the Capucines BB, Speedy Soft and All In BB bags.
Gift shop, restaurant, exhibition
Moving up to the fourth floor, the focus shifts from shopping to experience. With a gift shop on the fourth floor, leading to a selection of home objects, featuring the signature Objets Nomades pieces.
The cultural exhibition unfurls on the fifth floor, designed by OMA architect Shohei Shigematsu. It takes visitors on a visual journey of LV’s history of creation and personalisation of their signature trunks, watches, music, and fashion.
The upper levels offer an elevated food experience with Le Cafe Louis Vuitton offering a curated menu by Maxime Frederic, World’s Best Pastry Chef in 2025. Blending the French-Korean experience, the cafe also features a sweet potato creation built on roasted beniharuka.
The top floor is reserved for JP at Louis Vuitton, the first Korean restaurant by New York-based chef Park Jung-hyun of Atomix. However, it is yet to begin service. It draws a lavish five-course menu with Korean ingredients, such as soy-marinated crab and hanwoo tenderloin, served on custom saffron-toned tableware.
