Louis Vuitton has opened a gleaming new storefront in Seoul this week, unveiling an eye-catching design that was created by Frank Gehry and Peter Marino. The architects sought out to pay homage to Korean heritage and culture with their building concept, while also distinguishing the location with a unique curved-glass entrance that was inspired by the Fondation Louis Vuitton in Paris.
Gehry referenced the 18th-century-built Hwaseong Fortress, as well as the “swooping movements and white costumes” of the Dongnae Hakchum (Crane Dance) in order to pull in historical nods to Korea. Inside, floral art installations, lush plants and colorful furnishings frame Louis Vuitton’s ready-to-wear and accessory ranges, as well as select homeware pieces, including notable styles from the Objets Nomades collection.
“What struck me when I first visited Seoul nearly 25 years ago, was the relationship between the architecture and the natural landscape. I still remember clearly the powerful impressions I had stepping up from the garden of Jongmyo Shrine,” said Gehry. “I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture.”
While Louis Vuitton revels in its newest Asian opening, the French house has also made major waves in the U.S. this month. The label recently opened a new leather workshop in Texas in which President Trump executed the ribbon cutting, though creative director Nicolas Ghesquière has since voiced criticism over the matter.