Embark on an experience like no other, into a magical six-floor journey of Louis Vuitton’s spirit of travel.
Louis Vuitton has unveiled its latest experiential destination in Seoul. The six-storey Louis Vuitton Visionary Journeys at LV The Place Seoul, Shinsegae The Reserve, represents the House’s most ambitious exploration of its heritage yet. Following acclaimed openings in Shanghai and Bangkok, this Seoul iteration showcases over 200 pieces across a vertical narrative that bridges past and present.
From Trunks to Contemporary Culture
The experience begins on the ground floor with the Trunkscape room. Visitors enter through a tunnel lined with Boîte Chapeau hat boxes, immediately establishing the spirit of travel that has defined Louis Vuitton since 1854. A spiral staircase wrapped in dynamic LED displays forms a living timeline, connecting the ground floor store to the cultural exhibition above.
Music Room
The fifth floor Origins room unfolds across six chapters. Historical Canvases traces pattern evolution culminating in the 1896 Monogram creation. Meanwhile, Packing Fashion explores the relationship between couture and mobility through custom wardrobes and vanity cases. The Transports section presents early trunks designed for trains and steamships, whilst Expeditions showcases robust pieces built for distant journeys.
Origins Room
Celebrating Craft and Creativity
The Workshop room, conceived in the style of the Asnières ateliers, places materials centre stage. Supple leathers, polished brass and coated canvases are displayed alongside patterns and wooden moulds. Adjacent to this, the Testing room features Louise, a machine that exemplifies the House’s commitment to durability through engineering.
In the Icons room, column-like vitrines present leather goods from Nicolas Ghesquière, Pharrell Williams, and previous creative directors Marc Jacobs, Kim Jones and Virgil Abloh. The Monogram room offers a playful perspective, with whimsical shapes including Teddy Bear, Duck and Nautilus bags cut from a floor-to-ceiling Monogram wall.
Descending to the fourth floor, visitors encounter an Atrium featuring monumental trunk columns made from Monogram hanji paper. These illuminated structures create luminous lanterns suspended overhead. The Collaboration and Fashion rooms employ innovative displays, including a carousel projection system and split-flap boards reminiscent of airport terminals.
Atrium
Korean Connections
Throughout the exhibition, Seoul’s influence is evident. The Artycapucines bag designed with Korean artist Park Seo-Bo appears in the Collaboration room. Additionally, Look 1 from the Women’s Prefall 2023 Show, staged on Jamsugyo Bridge, honours the House’s connection to the city.
Le Café Louis Vuitton
The fourth floor houses Le Café Louis Vuitton, where world’s best pastry chef 2025 Maxime Frédéric presents French tradition with Korean elements. The signature Goguma Petula combines roasted beniharuka sweet potato with pecan crunch.
JP at Louis Vuitton
On the sixth floor, JP at Louis Vuitton marks chef Junghyun Park’s first Korean restaurant. The two Michelin-starred chef behind New York’s Atomix presents a Heritage tasting menu featuring soy-sauce marinated blue crab and Hanwoo tenderloin with galbi sauce.
Louis Vuitton Visionary Journeys Seoul runs Monday to Thursday 10:30-20:00, and Friday to Sunday 10:30-20:30. The restaurant opens in January with daily service from 11:30-22:00. You can make bookings here.
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