Louis Vuitton’s Visionary Journeys Seoul: A Look at the Six-Floor Experience

Luxury and Retail IllustrationJisu ChoiMap Illustration
Written By Dutch Uncle

Store plan by Jisu Choi

Louis Vuitton Visionary Journeys Seoul

Louis Vuitton unveils LV The Place Seoul at Shinsegae The Reserve, a multi-level space where culture, gastronomy, and retail converge in a celebration of creativity and travel.

A six-story space inside Shinsegae The Reserve that brings retail, exhibitions, workshops, and dining into one building.

The aim is to show how the house’s history of travel and craftsmanship continues in the present. Each floor acts as a stage in that timeline. Visitors move from goods made today to the methods that shaped the brand, then to food that reflects current collaborations.

The design language stays consistent. Soft saekdong stripes run through the building. Tall hanji columns rise through the atrium. These elements stabilise the flow and point to Korean craft traditions. The project treats the department store as a place where movement, learning, and eating hold equal weight.

Le Chocolat Maxime Frédéric at Louis Vuitton

For a smaller indulgence, the Chocolaterie evokes the original Parisian encounter with artisanal confections designed to delight, savor, and share.

The Store

The first three floors follow a steady structure. Women’s leather goods and accessories sit on the first floor. Ready-to-wear and shoes fill the second. Men’s collections take the third. Seoul-exclusive bags and limited fragrances appear in small groups. The fourth floor changes the rhythm with a gift shop and Objets Nomades pieces, which introduce home objects linked to travel and modular living.

Visionary Journeys, Culture and Exhibition

The fifth floor is the core of the Visionary Journeys idea. Architect Shohei Shigematsu of OMA developed the scenography. The rooms follow a sequence: early trunk-making, personalisation workshops, watches, music links, and fashion. The material is factual and chronological. Visitors see how each field expands the house’s original focus on travel.

An immersive exploration of travel, craftsmanship, and heritage, unfolding in themed rooms developed with Shohei Shigematsu-OMA to trace Louis Vuitton's evolution from a visionary trunk-maker to a global House of Culture.

Free admission - reservation required.

The Café Louis Vuitton

An elevated moment awaits with Louis Vuitton Pastry Chef and World's Best Pastry Chef 2025 Maxime Frédéric, presenting pastries and barista creations that blend French savoir-faire with Korean creativity, followed by a refined Tea Time reinterpreting the classic ritual.

Reservation recommended.

Wayfinding

Illustrator Jisu Choi created the map and icons for the building. Her drawings keep the orientation simple. Each floor appears as a clear diagram that reflects the calm tone of the venue.

Further Reading

Dutch Uncle

Dutch Uncle is an award-winning international illustration and animation agency founded in 2006 by Helen Cowley. With offices in London, New York, and Tokyo, we operate across every major timezone, connecting the world's most ambitious brands with exceptional global creative talent.

Over nearly two decades, Dutch Uncle have built one of the most decorated artist rosters in the industry. Our artists have produced Gold Clio and Cannes Lions award-winning work for clients spanning fashion, luxury, fintech, tech, healthcare, and publishing. We have collaborated on prestige illustration and animation projects for global leaders, including Hermès, Burberry, Chanel, Louis Vuitton, and Rimowa, as well as Apple, Google, Mercedes, Netflix, Pfizer, AstraZeneca, The New York Times.

We represent illustrators and animation directors who lead their fields in conceptual thinking, visual intelligence, and craft. Artists whose work cuts through algorithmic sameness to deliver genuine cultural impact.

Beyond our core roster, we also draw on an international network of talent across five continents to meet the scale and complexity of any brief.

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For nearly twenty years, the world's leading agencies, publishers, cultural institutions, and brands have trusted us to bring their most ambitious work to life.

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