The Maison debuts a hybrid flagship that blends culture, craft, and culinary immersion for a new generation of luxury consumers.
Louis Vuitton continues its global push into experience-driven retail with the opening of LV The Place Seoul, a six-story destination in Myeongdong that brings together shopping, exhibitions, and fine dining under one roof. Spanning more than 53,000 square feet, the space was conceived as both a cultural outpost and a test site for the Maison’s next generation of megaflagships. Visitors enter through a tunnel of hat boxes before moving into the “Louis Vuitton Visionary Journeys Seoul” exhibition, designed with architect Shohei Shigematsu of OMA, which traces the brand’s origins in 19th-century travel through six immersive chapters. The design nods to Korean heritage with a saekdong-inspired color palette and hanji-covered trunks, while exclusive offerings range from a Seoul-only capsule of Capucines BB and Speedy Soft bags to a Vivienne figurine dressed for the city. The rooftop restaurant, helmed by Michelin-starred chef Junghyun Park, adds another layer to the experiential formula, marking his first culinary venture in Korea.
The Seoul launch arrives alongside the upcoming opening of Maison Louis Vuitton in Beijing’s Taikoo Li Sanlitun, underscoring the brand’s strategy of fewer but higher-impact stores across Asia. With younger consumers showing greater appetite for leisure and culture, the Maison is leaning into spaces that explain not just what Louis Vuitton makes, but why it matters—from craftsmanship and personalization to the enduring value of its monogram, which marks its 130th anniversary next year. As CEO Pietro Beccari has noted, these new flagship models aim to push innovation forward: immersive, educational, and architecturally ambitious, positioned to re-energize both the regional market and the broader conversation around what luxury retail can be.
