Louis Vuitton Unveils Visionary Journeys Seoul
Hypebeast was invited to the multi-level space for an exclusive first-hand experience of the LV The Place Seoul joining House ambassadors like LISA, J-Hope, Felix of STRAY KIDS and more at the opening and sitting down with Takashi Murakami for a candid conversation.
Summary
- Louis Vuitton launched Visionary Journeys Seoul, a six-floor hub uniting retail, culture, and high-end gastronomy in a new destination
- The space includes an immersive, multi-floor cultural journey that traces the House’s heritage from trunkmaker to global icon
- Culinary highlights include Le Café Louis Vuitton (by Maxime Frédéric) and the fine dining restaurant JP at Louis Vuitton (by Junghyun Park)
Louis Vuitton has inaugurated an extraordinary multi-level destination in the city’s heart, LV The Place Seoul, designed as a convergence of retail, gastronomy, and cultural immersion. Titled Visionary Journeys Seoul, the space celebrates the Korean capital as a dynamic crossroads where heritage and modern style meet the House’s legacy of travel and craftsmanship.
The new narrative ascends vertically across six floors. The architectural design references the traditional Saekdong palette, infusing the interiors with refined, multicoloured stripes rooted in Korean heritage. The store itself houses the full spectrum of Louis Vuitton creations, from women’s and men’s ready-to-wear to the Objets Nomades collection of designer-led furniture. Visitors begin their ascent through the Trunkscape room, a tunnel lined with the iconic Boîte Chapeau (hat box), setting the stage for the exploration of the House’s pioneering history.
The journey continues with an immersive cultural escapade conceived in collaboration with Shohei Shigematsu-OMA. This museum-like section spans three floors, tracing Louis Vuitton’s evolution from trunkmaker to global House of Culture. Visitors can explore themed rooms dedicated to the Origins of the Monogram, the Expeditions of early travellers, and the Personalisation tradition, which transforms every creation into a unique emblem. Hypebeast was invited for a first-hand experience of the visionary journey. Touring the different rooms, viewing archival Trunk pieces and more, we joined Takashi Murakami in an intimate conversation about his relationship with the house. Sharing some of his fondest memories, including co-signs as the “fashion god” from Ye an Virgil Abloh back in the day, as well as sharing his thoughts on whether or not AI will affect his art process, Murakami rung in the new building exhibiting some of his most comparable works. A part of the space features their collaborative Artycapucines collection, where he recounts how the ideas came together for his Paris Art Basel showcase. On the AI notion, Murakami posed to Hypebeast that “our reality is whatever we see, whether it is digital or physical, it is how we perceive it. I’m not worried about AI affecting my art. I too went digital with my NFTs and I made a lot of money doing that.” The opening saw the house’s biggest Korean ambassadors including LISA, J-Hope, Felix of STRAY KIDS and more attend.
Crowning the experience are the culinary destinations. Le Café Louis Vuitton offers delicate French pastries and barista creations with a Korean twist, overseen by world-best pastry chef Maxime Frédéric. Above it sits JP at Louis Vuitton — which opens in January 2026, the first Korean restaurant in the country by two-Michelin-starred chef Junghyun Park, who showcases a heritage tasting menu that reinforces the Culinary Community and local cuisine. The entire concept solidifies Seoul’s pivotal role in Louis Vuitton’s global story.
LV The Place Seoul, Shinsegae The Reserve
1F Shinsegae Dept Store
63, Sogong-ro, Jung-gu
04530
Seoul, Korea
