Louis Vuitton has launched a multi-level concept space in central Seoul, combining retail, exhibition and dining as part of a wider recalibration of how luxury brands approach physical stores.

The project, titled Visionary Journeys Seoul, is located at LV The Place Seoul within Shinsegae The Reserve in Jung-gu. 

Spanning six floors, the venue aims to move away from the traditional flagship model, adopting a sequential, walk-through layout that integrates product displays with curated material from the brand’s archive.

Three levels of the space function as exhibition floors, designed by Shohei Shigematsu of OMA, presenting an overview of Louis Vuitton’s history and design evolution. 

The location also features Le Café Louis Vuitton, led by pastry chef Maxime Frédéric, and A full-service restaurant, JP at Louis Vuitton, headed by chef Junghyun Park. 

The Seoul opening follows similar Louis Vuitton experiential concepts in cities including Shanghai and Bangkok.