Fashion House Unveils Seoul Destination with j-hope and Felix Joining the Launch
Louis Vuitton’s new Visionary Journeys Seoul rises as a statement of how the House and the city continue to shape each other through culture and craft
A new chapter at LV The Place Seoul
Louis Vuitton has introduced Louis Vuitton Visionary Journeys Seoul, a new multi-level destination inside LV The Place Seoul at Shinsegae The Reserve.
The space merges retail, cultural programming, and dining into one continuous environment, presenting a clear expansion of the House’s long relationship with the city. Designed as a forward-facing chapter in Louis Vuitton’s narrative of creativity and craft, it positions Seoul as an international meeting point where fashion, art, and culture interact through the shared idea of travel.
The House’s history in Seoul stretches back to 1984, and the city has remained a reliable source of inspiration. Louis Vuitton previously brought its “Volez, Voguez, Voyagez” exhibition to Seoul in 2017 and staged the Pre-Fall 2023 Women’s Show on the Jamsugyo Bridge overlooking the Hangang River.
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Architecture, craft, and continuity
Frank Gehry’s Louis Vuitton Maison Seoul, opened in 2019, further strengthened this connection and, in July 2025, became home to Le Café Louis Vuitton. Visionary Journeys builds on these milestones and reflects the ongoing exchange of ideas between the brand and the city.
The new experience unfolds across six floors, each designed as a separate chapter that moves visitors from the House’s signature creations to cultural installations and onward to the latest Le Café Louis Vuitton and the Restaurant, JP at Louis Vuitton.
More than 200 pieces are exhibited throughout the space. With the 130th anniversary of the Monogram approaching in 2026, the project also serves as a reminder of the House’s commitment to evolving its most recognizable symbol.
A global spotlight
The opening drew several notable guests including j-hope, Felix, and Gong Yoo, who represent the cultural influence Seoul continues to export globally. Their presence underscored the event’s ambition and reflected the city’s ongoing role as a hub for creativity and international attention.
Seen together, these elements position Visionary Journeys as a marker of how Louis Vuitton views its future in Seoul. The project suggests that travel, in the House’s view, is as much about discovery and conversation as it is about movement, and that Seoul remains a vital part of that ongoing story.
Louis Vuitton Visionary Journeys Seoul is a new multi-level destination at LV The Place Seoul in Shinsegae The Reserve that brings together retail, cultural exhibits, and dining in one space.
The destination is located inside LV The Place Seoul at Shinsegae The Reserve, one of the city’s premier luxury and cultural hubs.
The experience spans six floors, each designed to present a different aspect of Louis Vuitton’s fashion, heritage, and cultural storytelling.
Notable guests at the opening included j-hope, Felix, and Gong Yoo, reflecting Seoul’s influence in global fashion and culture.
Unlike a traditional store, Visionary Journeys Seoul combines shopping with curated exhibitions and dining experiences, positioning fashion within a broader cultural context.
