Louis Vuitton has opened the doors to Visionary Journeys Seoul, an ambitious cultural experience housed within LV The Place Seoul at Shinsegae The Reserve. Spanning three floors, the exhibition invites visitors on an immersive journey through the Maison’s heritage of travel, craftsmanship and innovation — presented through dramatic installations, historic artefacts and contemporary reinterpretations.
Designed in collaboration with Shohei Shigematsu of OMA, the scenography unfolds as a fluid narrative that traces Louis Vuitton’s evolution from a pioneering trunkmaker in 1854 to one of today’s most influential Houses of culture and design.
Travel Heritage
The experience begins in the atmospheric Trunkscape, a tunnel lined with the iconic Boîte Chapeau that sets the tone for the Maison’s enduring spirit of travel. A sweeping spiral staircase, wrapped in LED animation, acts as a living timeline, evoking movement, landscapes and the meticulous craftsmanship that remains central to Louis Vuitton.
On the fifth floor, the Origins rooms reveal the foundations of the House across six chapters. Visitors can explore Historical Canvases, charting the evolution of pattern and the creation of the Monogram in 1896. Packing Fashion on the other hand explores the relationship between couture and travel through bespoke wardrobes and vanity cases.
In Transports and Expeditions, the house shines a spotlight on early trunks designed for trains, steamships and adventurous journeys. Supple Monogram Canvas and Epi Leather, showcasing pioneering materials that transformed travel into an art form. Together, these chapters present a vivid tableau of innovation shaped by the changing rhythms of travel.
Contemporary Expressions
A series of Lifestyle rooms expand the narrative into the modern era, celebrating creativity in sound, leisure and personal expression. These include the Watches room, a refined Picnic room, and the Personalisation room — a mesmerising space constructed from personalised trunk faces inspired by the historic dining room at Asnières.
The Workshop offers an intimate look at the artisan’s world, displaying tools, moulds and materials that define the Maison’s craft. Adjacent is the Testing room, honouring “Louise”, the machine that tests durability and remains a symbol of Louis Vuitton’s devotion to precision.
Creative Kaleidoscope
The Icons room presents a striking field of towering vitrines filled with House signatures including the Speedy, Alma, Keepall and Petite Malle. Each piece highlights the contributions of Louis Vuitton’s Artistic and Creative Directors ranging from Marc Jacobs and Kim Jones to Virgil Abloh, Nicolas Ghesquière and Pharrell Williams.
In the Monogram room, visitors encounter a playful panorama of Monogram-shaped creations, from sculptural bags to whimsical objects such as the Teddy Bear, Duck and Nautilus forms. Descending to the fourth floor reveals a glowing Atrium of trunk-shaped lanterns crafted from Monogram hanji paper, suspended dramatically from the ceiling.
Music, Collaboration and Fashion
The Music room deepens the House’s connection to sound and performance through custom instrument cases, DJ boxes and collaborations that merge tradition with contemporary culture.
The final rooms — Collaboration and Fashion — are dynamic, ever-changing spaces celebrating the creative output of Louis Vuitton’s Artistic Directors and its extensive network of collaborators. Highlights include pieces connected to Korea, such as Park Seo-Bo’s Artycapucines bag and looks from the Women’s Prefall 2023 Show on Seoul’s Jamsugyo Bridge.
Elevated Dining
For those looking to refuel, Le Café Louis Vuitton on the fourth floor will duly satisfy. On the menu are pastries and barista creations by Maxime Frédéric, World’s Best Pastry Chef 2025. Creations include items crafted with French tradition with a Korean twist.
The new Tea Time experience features miniature entremets such as Chocolate Monogram, Tiramisu Montenapoleone, and the signature Goguma Petula, paired with a Chestnut Caramel Iced Latte for a refined moment of delight.
On the sixth floor, JP at Louis Vuitton presents the first Korean restaurant of two-Michelin-starred chef Junghyun Park. Guests can enjoy a five-course Heritage tasting menu, showcasing dishes such as soy-marinated blue crab, lobster with gochujang, and Hanwoo tenderloin, concluding with artisanal rice ice cream and tangerine sorbet topped with makgeolli foam. No doubt delivering an elegant finale to the Visionary Journeys experience.
Louis Vuitton Visionary Journeys Seoul opens from 10:30am to 8pm from Mondays to Thursdays, and from 10:30am to 8:30pm on Fridays, weekends, and public holidays. It is located at LV The Place Seoul, Shinsegae The Reserve, 63 Sogong-ro, Jung-gu, Seoul.
