Louis Vuitton Visionary Journeys Seoul is a new multi-level destination inside LV The Place Seoul at Shinsegae The Reserve in Seoul, Korea. It brings together a flagship store, immersive cultural spaces, and elevated dining in one continuous experience. Conceived as an ode to Louis Vuitton’s travel heritage, the narrative unfolds across several floors. It moves from archival creations to contemporary collaborations, culminating in Le Café Louis Vuitton and the Restaurant JP.
A new cultural destination in Seoul
At LV The Place Seoul, Louis Vuitton has created an “all‑in‑one” hub where visitors can shop, explore exhibitions, and dine without leaving the building. The space is positioned as a key luxury landmark in central Seoul. It reinforces the city’s role in the house’s global story of fashion, art, and travel.
Spread across multiple levels of Shinsegae The Reserve, the project combines a full-line store with dedicated zones for cultural programming and special projects. Entry is free for the exhibition component. However, advance reservations are typically required for timed access and for the dining concepts.
Visionary Journeys exhibition experience
The “Visionary Journeys Seoul” exhibition presents more than 200 archival and contemporary pieces from Louis Vuitton. It maps the maison’s evolution from trunk-maker to global cultural force. Visitors move through a sequence of themed rooms. These rooms highlight craftsmanship, iconic trunks, ready-to-wear, accessories, and artistic collaborations.
The journey is conceived as a luminous ascent. Rooms shift from intimate, archive-focused spaces to expansive, immersive environments. These environments blend sound, light, and large-scale installations. This progression turns the visit into a narrative climb, from history and savoir-faire up to more experimental, future-facing expressions of the brand.
Scenography by Shohei Shigematsu and OMA
The scenography for Louis Vuitton Visionary Journeys Seoul was developed in collaboration with architect Shohei Shigematsu and his team at OMA. This extends an ongoing partnership between the practice and the house. Their design translates the brand’s legacy into a spatial story. They use architectural gestures, material contrasts, and layered viewpoints to frame each chapter of the exhibition.
Across the three exhibition floors at Shinsegae The Reserve, the design guides visitors through a choreographed path. It starts from the “Trunkscape” entrance tunnel lined with signature pieces to galleries focused on travel, ateliers, and collaborations. The result is an experience that feels closer to a contemporary museum show than a conventional retail environment. It is still connected to the store below.
Le Café Louis Vuitton and Restaurant JP
The destination extends beyond exhibition spaces into gastronomy. It is anchored by Le Café Louis Vuitton and the Restaurant JP within LV The Place Seoul. These concepts are part of Louis Vuitton’s broader push into culinary experiences. They add food and beverage to its universe of fashion, leather goods, and culture.
Menus at the brand’s Seoul culinary outposts typically blend French techniques with Korean influences. This reflects the city’s role as a bridge between local and global culture. Interiors continue the visual language of the exhibition. They include carefully curated design details, art objects, and a mood that encourages guests to linger rather than simply pass through.
Store, storytelling, and city
Inside Shinsegae The Reserve, the Louis Vuitton store is integrated with the exhibition route, allowing visitors to move fluidly between viewing archival trunks and discovering current collections. This multi-world approach turns shopping into part of a larger narrative journey rather than a standalone activity.
By situating Visionary Journeys Seoul in the heart of Seoul, the maison strengthens its ties with the South Korean capital’s fashion, art, and luxury landscape. The project positions the city as both a local hub and a global stage where culture, gastronomy, and creation meet under the Louis Vuitton name.
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