UPDATE: Louis Vuitton has officially inaugurated its groundbreaking venue, Visionary Journeys Seoul, located in the heart of the city at Shinsegae Department Store. This six-floor destination merges high-end retail, cultural experiences, and gourmet dining, making waves in the luxury market.
The launch, which took place earlier today, presents an immersive journey that celebrates Louis Vuitton’s storied heritage and its connection to the dynamic city of Seoul. The architectural design pays homage to traditional Korean aesthetics, utilizing the vibrant Saekdong palette—a striking display of multicolored stripes that enriches the interior experience.
Visitors are invited to embark on a compelling ascent through the Trunkscape room, a unique tunnel adorned with iconic Boîte Chapeau (hat box) designs. This space sets the stage for exploring the evolution of Louis Vuitton from a trunkmaker to a global cultural powerhouse.
The immersive narrative, developed in collaboration with renowned architect Shohei Shigematsu of OMA, spans three floors and includes themed rooms highlighting the Origins of the Monogram, early travelers’ expeditions, and the tradition of personalization. Hypebeast was on-site for an exclusive tour, witnessing pieces from Louis Vuitton’s iconic archives and engaging in insightful discussions with celebrated artist Takashi Murakami.
In this intimate setting, Murakami shared his profound connection with the brand, reminiscing about his collaborations and addressing contemporary concerns about the impact of artificial intelligence on artistry. “Our reality is whatever we see, whether it is digital or physical. I’m not worried about AI affecting my art,” he stated, emphasizing his successful ventures into the digital realm with NFTs.
The grand opening attracted a star-studded crowd, featuring prominent Korean ambassadors like LISA, J-Hope, and Felix of STRAY KIDS, further amplifying the event’s significance in the cultural landscape.
Culinary experiences are a highlight of the space, with Le Café Louis Vuitton serving exquisite French pastries and coffee creations, curated by world-renowned pastry chef Maxime Frédéric. Above, the restaurant JP at Louis Vuitton, set to open in January 2026, will be the first Korean venture by two-Michelin-starred chef Junghyun Park, who promises a heritage tasting menu that showcases local cuisine.
With the launch of Visionary Journeys Seoul, Louis Vuitton reinforces Seoul’s pivotal role in its global narrative, blending luxury shopping with rich cultural exploration. The venue stands as a testament to the brand’s commitment to innovation and cultural dialogue.
This exciting development signals a new chapter for luxury experiences in Seoul, inviting both locals and international visitors to engage with the rich tapestry of history and modernity that defines Louis Vuitton.
Stay tuned for more updates on this dynamic venue as it continues to unfold.
