Louis Vuitton's six-story exhibit in Seoul combines fashion, culture, and high-end dining

The expansive, free-access exhibit features a store, a cultural showcase, and a high-end gastronomic experience from a Michelin-starred chef.

Louis Vuitton and South Korea’s capital of Seoul share several similarities. The French fashion house and the Asian megacity both have a long history of global influence and appeal across generations is one; their deep commitment to promoting creativity, heritage, and innovations is another.

Louis Vuitton is further strengthening this shared connection with the launch of its six-story exhibit, Visionary Journeys Seoul, on Saturday, Nov. 29, 2025. Located inside “LV The Place Seoul” in Shinsegae Department Store in Jung-gu, the multipurpose space brings a store, a cultural showcase, and a high-end gastronomic experience under one roof.

Built as another installment in the maison’s pursuit of creativity and timeless luxury, Louis Vuitton Visionary Journeys Seoul celebrates the famed city as a diverse hub for art, fashion, and culture, intersected by the house’s heritage that is rooted in travel.

Everything at the exhibit speaks both the fashion brand and Seoul’s rich history, starting with the interiors inspired by saekdong, the traditional Korean pattern of colorful, vertical stripes used in clothing and textiles. Similar to the Visionary Journeys’ first museum presentation in Osaka, the journey begins at the Trunkscape room, which features a tunnel lined with Boîte Chapeau (hat box that sets the stage for Louis Vuitton’s pioneering art of travel.

The tunnel leads guests to the first four levels comprising of retail areas decorated with soft stripes and pale tones that nod to local craftsmanship. The store features women’s leather goods and accessories on the first floor, ready-to-wear and shoes on the second, while men’s collections are on the third.

Across men’s and women’s universes, you’ll find the Shinsegae capsule , which spans ready-to-wear, leather goods, watches, jewelry, shoes, and beauty must-haves. A highlight are the exclusive editions of the Capucines BB, Speedy Soft and All In BB bags, as well as unique iterations of Attrape-Rêves and Imagination fragrances.

The journey continues at the higher floors, where visitors can explore Louis Vuitton’s 171-year history of revolutionizing travel and fashion. The Origins room features artifacts that define the historical moments of the houses evolution, from the creation of the Monogram canvas in 1896; its fabrication of the earliest trunks designed for trains, steamships, and automobiles; and the rise of distinctive textures and forms—including Alma, Speedy, and Keepall—to custom wardrobes and vanity cases that embody the house’s mastery of interpreting elegance in motion.

What follows is a series of lifestyle rooms that showcase the house’s evolution from travel to the art of creative living. It begins with the Watches room, which emphasizes the house’s mastery of precision and artistic design, the Picnic room, with its collection of portable trunks and tableware for outdoor leisure, the Personalization room where each trunk reflects the owner’s identity, and the Asnières room which recreates the house’s original workshop in Asnières, France.

Visionary Journeys Seoul takes guests further into the heart of Louis Vuitton—the artisan—in the rooms called Workshop, Testing, and Symbols of the House. Here, materials like coated canvases, supple leathers, polished brass, and other tools of the trade are displayed as objects of beauty to showcase the precision, patience, and dedication that goes into every Louis Vuitton piece that defines luxury fashion today.

Crafted by culture, surrounded by nature

The Icons room chronicles the house’s evolution as a global leader of luxury fashion, with kaleidoscopic works from creative directors Nicolas Ghesquière and Pharrell Williams, as well as previous artistic directors Marc Jacobs, Kim Jones, and Virgil Abloh.

Food is likewise core to the exhibit, with Le Cafe Louis Vuitton presenting pastries by Maxime Frederic, recently named the World’s Best Pastry Chef in 2025, at the fourth floor. Aside from its signature French items, the café offers two Seoul-exclusive desserts, including a sweet potato creation built on roasted beniharuka.

JP at Louis Vuitton’s five-course menu draws on Korean ingredients

Meanwhile, the top-most floor houses JP at Louis Vuitton, the first Korean restaurant by New York-based chef Park Jung-hyun. For Louis Vuitton, the Michelin-starred chef created a five-course menu that draws on Korean ingredients such as soy-marinated crab and hanwoo tenderloin, served on custom saffron-toned tableware.

Ready to explore Louis Vuitton like never before? Entrance to Visionary Journeys Seoul is free of charge, but booking is required through its website here.

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