Located inside LV The Place Seoul, it marks chef Junghyun Park’s first restaurant in Seoul, built around Korean ingredients and a seasonal tasting menu
Louis Vuitton has expanded its presence in Seoul with the opening of JP at Louis Vuitton, a fine dining restaurant inside LV The Place Seoul at Shinsegae The Reserve.
The restaurant sits on the sixth floor of the six-level complex, which also includes exhibition spaces, retail, and cafés. It is designed as part of a larger experience, where visitors move through the building before arriving at the dining room.
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Based on official images and previews, the space uses warm tones, wood textures, and full-height windows that bring in natural light. A terrace with tables and a small garden offers views of the Seoul skyline, which is not typical for restaurants in this part of the city.
Led by the chef behind a two-Michelin-star restaurant
The restaurant is headed by Junghyun Park, the chef behind Atomix in New York, which holds two Michelin stars.
This is his first restaurant in Seoul. According to interviews, Park’s focus here is on Korean ingredients and flavors, while refining how they are presented through technique and structure.
He has shared that he aims to keep the identity of ingredients such as soy sauce and doenjang intact, while adjusting elements like texture and intensity to make the dishes more approachable.
A dining room shaped by design and detail
Inside JP at Louis Vuitton, the interiors were designed by French-Mexican architect Hugo Toro.
The room uses warm tones and textured materials, set against views of Seoul’s skyline through full-height windows. The layout is arranged in a sequence of spaces, creating a sense of movement.
Everything inside the restaurant was designed by Toro’s studio, from the furniture and lighting to the rugs and wall panels. The result is a cohesive space where each element is intentional, reflecting both Louis Vuitton’s design language and the character of Seoul.
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A seasonal tasting menu shaped by Korean ingredients
The restaurant offers a multi-course tasting menu that changes throughout the year. For spring, the menu is described as lighter, with more greens and a focus on balance.
Early dishes include a beef tartare wrapped in gamtae, paired with baekkimchi. Another course features soft tofu with seafood, presented with a foam topping.
Other dishes mentioned in previews include caviar with cauliflower and perilla oil, and asparagus with seasonal vegetables and cheese. One of the key courses is an abalone rice dish inspired by risotto, but closer in texture to Korean juk. For the main course, diners can choose between lobster with a gochujang-based sauce or hanwoo beef served with a sauce inspired by galbi.
Dessert includes elements such as rice ice cream, pine, and makgeolli, with a lighter level of sweetness.
Part of a larger Louis Vuitton concept
JP at Louis Vuitton is not a standalone restaurant. It is part of the broader Louis Vuitton space, which brings together fashion, culture, and dining.
Subtle references to the brand appear throughout the experience, including small monogram details on plating. The restaurant itself acts as the final part of the visit within the building.
A new addition to Seoul’s dining scene
For those traveling to Seoul this spring, JP at Louis Vuitton is one of the notable new restaurant openings to be aware of. It also reflects how Seoul continues to position itself as a destination for both food and design.
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