Louis Vuitton opened its groundbreaking six-story multipurpose venue in Seoul on Saturday, creating an innovative space that combines luxury retail, cultural exhibitions, and fine dining experiences. The ambitious project, called "Louis Vuitton Visionary Journeys Seoul," is housed within "LV The Place Seoul, Shinsegae The Reserve" at the Shinsegae Department Store in Jung-gu district, representing the French luxury house's bold expansion beyond traditional retail boundaries.

The stunning interior design pays homage to Korean cultural heritage through modern interpretations of traditional elements. Visitors are greeted by reimagined "saekdong" patterns—the classic Korean design of colorful vertical stripes traditionally found in clothing and textiles—throughout the space. A particularly striking feature connects the fifth and fourth floors: an impressive atrium dominated by towering trunk-like columns crafted from monogrammed hanji, Korea's traditional mulberry paper. The design seamlessly blends soft stripes and pale tones across all floors, creating visual continuity while respectfully acknowledging local craftsmanship.

The first three floors are dedicated to retail offerings, each with its own specialized focus. The ground floor showcases women's leather goods and accessories, while the second floor features ready-to-wear collections and footwear. The third floor is entirely devoted to men's collections. Exclusive to this Seoul location, shoppers can find limited capsule editions of popular bags including the Capucines BB, Speedy Soft, and All In BB models, alongside specially curated limited-edition fragrances available nowhere else.

The upper floors transform the experience from pure retail to cultural immersion and sophisticated dining. The fourth floor begins this transition with a carefully curated gift shop that flows into a home objects section featuring pieces from the Objets Nomades collection. This floor also houses Le Cafe Louis Vuitton, where pastries are created under the direction of Maxime Frederic, who was recently named the World's Best Pastry Chef for 2025. The cafe offers signature French pastries alongside two Seoul-exclusive desserts, including an innovative sweet potato creation made with roasted beniharuka.

The cultural exhibition on the fifth floor represents a collaboration with renowned architect Shohei Shigematsu of OMA, who developed the scenography for the immersive experience. The thoughtfully designed narrative guides visitors through themed rooms that chronicle Louis Vuitton's rich history, from its origins in trunk-making and personalization workshops to its evolution into watches, music collaborations, and high fashion. Each room offers unique insights into the brand's heritage and craftsmanship.

The culinary crown jewel occupies the sixth floor: JP at Louis Vuitton, marking the first Korean restaurant by acclaimed New York-based chef Park Jung-hyun of the Michelin-starred Atomix. Set to begin service on December 11, the restaurant will feature Park's sophisticated five-course menu that celebrates Korean ingredients including soy-marinated crab and premium hanwoo tenderloin. These dishes will be presented on custom saffron-toned tableware designed specifically for the venue, creating a complete sensory experience that bridges Korean culinary traditions with contemporary fine dining excellence.