Origins room (All photos: Louis Vuitton)
The Louis Vuitton Visionary Journeys has made landfall in South Korea with the unveiling of LV The Place Seoul, Shinsegae The Reserve — a new immersive “retail-tainment” destination that brings together a store, culinary delights and an exhibition under one roof. The experience is dedicated to the house’s heritage in travel, craftsmanship and innovation.
Fans of the brand can explore themed rooms, designed in collaboration with architect Shohei Shigematsu of architectural firm OMA. More than 200 archival pieces take centre stage as visitors trace the French maison’s evolution from luggagemaker to a global name.
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The Trunkscape, a tunnel lined with the iconic Boite Chapeau, is the first to greet guests. The elaborate pathway leads to the ground-floor store, stocked with a special capsule collection for the occasion. Pick up exclusive purses, barettes, ready-to-wear items or a cheeky Vivienne figurine clutching a bag decorated with the vibrant saekdong pattern.
The fifth floor grants entry to the Origins room, where historical moments that defined the house are explored in six chapters. Follow the development of the Monogram canvas from its conception in 1896, to the very first trunks created for travel, and the rise of distinctive shapes such as Alma, Speedy and Keepall.
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It would be remiss to leave out the artisty behind each piece. The Workshop room, fashioned after the ironwork style of the brand’s Asnières factories, puts the spotlight on various tools of the trade, patterns and wooden moulds used in bringing the products to life.
If your eyes have had their fill, JP at Louis Vuitton serves five-course menus under the wing of award-winning chef Junghyun Park. Lighter tidbits and artisanal confections await at Le Café Louis Vuitton, overseen by 2025 World’s Best Pastry Chef Maxime Frédéric, presenting pastries that blend French and Korean flair.
This article first appeared on Dec 8, 2025 in The Edge Malaysia.
