Fashion powerhouse Louis Vuitton “Visionary Journeys” touched down in Seoul with a celebrity-filled opening.
French luxury giant Louis Vuitton introduced their newest retail, dining and experiential space, LV The Place Seoul, with a celebrity-packed night out. The event commemorated the arrival of Louis Vuitton’s itinerant exhibition “Visionary Journeys” in the newly inaugurated 6-floor space at the Shinsegae Department Store in Jung-gu.
The space—Louis Vuitton’s biggest of its kind—welcomed la crème de la crème of South Korean entertainment and reunited its high-calibre lineup of brand ambassadors, from K-pop stars Felix, Lisa and J-Hope to actors Shin Mina, Jung Hoyeon, Gong Yoo and Jeon Ji Hyun.
Visionary Journeys
Following stops in China, Thailand and Japan, “Visionary Journeys” touched down in Seoul, South Korea, with its biggest display yet. The immersive experience coincides with Louis Vuitton’s 170th anniversary and highlights the brand’s deep ties to the South Korean market. Located in the heart of the luxury shopping district, the space spans 4,890 square meters across 6 floors dedicated to shopping, food and art.
“Seoul is one of the most sought-after destinations for luxury brands, and we have chosen The Reserve at Shinsegae in Myeong-dong, the area with the highest visibility,” a Louis Vuitton spokesperson told The Asia Business Daily.
Inside the Louis Vuitton Universe
Similar to previous iterations, Louis Vuitton Visionary Journeys Seoul was designed by architecture and design powerhouse OMA. For its arrival in Seoul, Louis Vuitton worked with the famed architect Shohei Shigematsu. The project resulted in a store spanning four floors and two additional levels for food spaces, including JP at Louis Vuitton, chef Park Jung-hyun’s first venture in Korea. (ICYIM, Park is the owner and executive chef of New York-based restaurants Seoul Salon, Atoboy, Naro and two Michelin-starred Atomix.)
Visionary Journeys Seoul welcomes visitors, showcasing iconic Louis Vuitton items that speak of the brand’s heritage and history, but also pays homage to elements of Korean culture. The space leading to the VIP room, for example, features 25 traditional artworks. Meanwhile, the store decoration draws inspiration from the Saekdong, a textile dating back to 500 B.C that features bright colored stripes.
In one of the themed rooms, Louis Vuitton dedicates a space to music. In this room, exclusive to Seoul, the brand aims to capture the city’s cosmopolitan soul and role in the popularization of K-pop.
A Rare Lineup of Super Stars
Much like the space itself, the opening of Visionary Journeys Seoul was grand. Displaying the brand’s strong ties to the country’s pop culture scene, the night was chock-full of major celebs, including singers, actors and cultural makers.
Brand ambassadors Lisa and Felix channeled epoch style with looks that tapped into tasteful theatricality and elegance. Lisa donned a flowy three-piece ensemble with Medieval influences from Louis Vuitton’s most recent womenswear collection. Meanwhile, fellow ambassador Felix went for a white tailored ensemble reminiscent of the menswear styles popularized in Europe in the early 1800s.
On the other hand, celebrities such as J-Hope and Gong Yoo favored modern ensembles. J-Hope went for a streetwear look rich in earthy, fall-appropriate tones. Gong Yoo suited up without a tie, reframing his tailored ensemble as a casual, everyday staple.
Visit the LV The Place Seoul
Louis Vuitton “Visionary Journeys” Seoul is currently open to the general public at LV The Place Seoul Shinsegae The Reserve. The brand recommends making a reservation or booking a table if you plan to visit Le Café Louis Vuitton, Le Chocolat Maxime Frédéric or JP at Louis Vuitton.
Opening Hours: Monday to Thursday from 10:30 am to 8:00 pm. Friday to Sunday from 10:30 am to 8:30 pm.
Address: 1F Shinsegae Dept Store, 63, Sogong-ro, Jung-gu, 04530 Seoul, Korea
Inquiries: +82 2 3432 1854
