Louis Vuitton Opens Six-Story 'Visionary Journey' in Central Seoul
Creatrip Team
3 months ago
Louis Vuitton has unveiled 'Visionary Journey Seoul,' a six-floor immersive space inside Shinsegae Department Store’s The Reserve in central Seoul. The project weaves the brand’s heritage—travel, craftsmanship, and innovation—into a single narrative across retail, cultural experience rooms, dining and lifestyle offerings. Visitors enter through a trunk-inspired tunnel (Trunkscape) on the first floor that leads past women's and men's ready-to-wear, accessories, and leather goods across upper floors. The fourth floor introduces the Louis Vuitton Home Collection and a chocolate boutique by chocolatier Maxime Frédéric, plus Le Café Louis Vuitton. On the sixth floor chef Jung-Hyun Park (Park Junghyun) opens JP at Louis Vuitton, his first Korea restaurant, blending Korean ingredients like rice into desserts. Cultural experience rooms on floors 4–5 present the brand’s history in 12 chapters, highlighted by a Music Room, Collaboration Room (showcasing artist collaborations such as with painter Park Seo-bo), and Fashion Room with kinetic displays. The Seoul edition joins other city-specific Visionary Journey projects that reinterpret the house’s legacy through local context, using Seoul’s mix of history and rapid modernity as its setting.
