Louis Vuitton's immersive experience space "Louis Vuitton Visionary Journeys Seoul" will open on the 29th. The Visionary Journeys large-scale exhibition and cultural space project is rolling out in several countries, and Korea is the largest in the world.
According to Louis Vuitton, Louis Vuitton Visionary Journeys Seoul was created inside Shinsegae The Reserve in Jung-gu, Seoul. The theme is "Seoul, a city where heritage and innovation coexist." The narratives of art, fashion, and culture unfold across six floors under the keyword "journey." The store-wide design language, inspired by traditional saekdong, contemporizes Korean heritage. Sleek stripes and vibrant hues complete a bright, refined atmosphere.
The first floor houses women's leather goods, beauty, accessories, and watch and jewelry collections, and the second floor features women's ready-to-wear and shoes. The third floor is the men's section, composed of leather goods, accessories, and travel collections.
Each floor will also unveil a special Seoul capsule collection. Limited editions such as "Capucines BB," "Speedy Soft," and "All In BB," as well as the perfumes "Attrape-Rêves" and "Imagination," feature unique animations created to commemorate this project.
On the fourth-floor gift shop, limited collectibles such as "Vivienne," specially dressed for Seoul, and pencil pouches will be presented. It is a space that embodies Louis Vuitton's distinctive "art of giving" philosophy. In the home (Art de vivre) space, selected furniture and decorative objects are displayed. Through Louis Vuitton "Objets Nomades," visitors can see the house's tradition of reinterpreting everyday objects with an artistic sensibility.
As a cultural experience space, it is organized around Louis Vuitton's core heritage of "travel, craftsmanship, and innovation." The scenography, created in collaboration with Shohei Shigematsu (OMA), unfolds across three floors.
The journey begins on the first floor with "Trunkscape," a tunnel-like space surrounded by countless "Boîte Chapeau," which naturally guides visitors to the cultural experience space on the fifth floor.
At "Le Café Louis Vuitton" on the fourth floor, guests can enjoy a menu directed by Maxime Frédéric, selected as the "world's best pastry chef" in 2025. The experience highlights a tea time that blends authentic French desserts with a Korean sensibility.
Signature items include Chocolate Monogram, Tiramisu Montenapoleone, Vanilla Dream, Hazelnut Flower, Strawberry Charlotte, and Sweet Potato Petula. In particular, Sweet Potato Petula adds pecan crunch to roasted beniharuka, introduced as a menu that goes beyond a simple dessert to achieve an artisanal harmony.
Also at "Le Chocolat Maxime Frédéric at Louis Vuitton," visitors can experience the sensibility of a Parisian original chocolatier and an artisan chocolate collection.
The sixth-floor restaurant "JP at Louis Vuitton" is a fine-dining establishment led by Chef Park Jeong-hyeon of the New York Michelin two-star restaurant Atomix, and it will open from January next year.