Louis Vuitton officially opened its Visionary Journeys exhibition in Seoul on Wednesday, December 3. The event introduced a new cultural-retail concept unlike anything Louis Vuitton had launched before.
The grand opening was attended by all Korean Louis Vuitton ambassadors. The list includes BLACKPINK’s Lisa and BTS’s j-hope, two of the brand’s most influential ambassadors. They weren’t the only big names in attendance—Felix from Stray Kids, Jun Ji Hyun, Jung Ho Yeon, Gong Yoo, and Shin Min Ah also made appearances.
Fans went crazy to see Lisa, j-hope, and Felix in one frame. Lisa and j-hope stood together, and this is the second time he has been captured with a BLACKPINK member this year. Earlier this year, she shared the stage with Rosé when they performed at a charity gala in France.
On the other hand, Felix and Louis Vuitton are synonymous at this point. The rapper has walked the runway for the fashion house twice and attended countless events since his appointment as an ambassador in 2023.
Jun Ji Hyun, Jung Ho Yeon, Gong Yoo, and Shin Min Ah have a long association with the French fashion house.
The new space, officially called Louis Vuitton Visionary Journeys Seoul, is more than just a store. It’s a six-story experience that blends retail, exhibition areas, and fine dining into one seamless environment.
Located inside LV The Place Seoul at Shinsegae The Reserve in Myeongdong, the project was designed with a clear intention. It aims to merge Louis Vuitton’s long-standing heritage with elements of Korean craftsmanship.
That Korean influence is visible the moment visitors step inside. The entrance incorporates bold colors inspired by traditional saekdong stripes. The most striking feature is a dramatic atrium filled with massive, trunk-shaped columns made from Louis Vuitton’s monogram printed on handmade hanji paper. Soft lighting makes them glow like modern lantern sculptures.
The exhibition occupies the upper floors and was created in collaboration with architect Shohei Shigematsu of OMA. It guides visitors through themed rooms that show Louis Vuitton’s evolution from its beginnings as a 19th-century trunk maker to the global cultural powerhouse it is today.
The displays cover everything from the birth of the Monogram canvas to the craftsmanship behind the brand’s famous travel trunks.
Visitors also walk through sections dedicated to Louis Vuitton’s collaborations across fashion, art, and music. It also features pieces like an Artycapucines bag by Park Seo Bo and the opening look from the brand’s Jamsugyo Bridge show.
The retail floors showcase exclusive items available only in Seoul. This includes special versions of the Capucines BB, Speedy Soft, and All In BB bags, along with limited-edition Louis Vuitton fragrances.
The fourth floor is home to Le Café Louis Vuitton, led by Maxime Frederic, the chef who earned the title of World’s Best Pastry Chef in 2025. He created a menu that combines French classics with Korean elements, including a Seoul-only sweet potato dessert.
At the very top of the building, visitors will find JP at Louis Vuitton, the first Korean restaurant by Michelin-starred chef Junghyun Park, best known for New York’s Atomix.
