Louis Vuitton Seoul Opens New Pop-up Restaurant With Alain Passard

Michelin-starred chef Alain Passard will be working with the luxury goods brand Louis Vuitton to open a pop-up flagship restaurant in Seoul, Korea.
Text by Corina Tan

Alain Passard at Louis Vuitton

Chef Alain Passard first made his name as a world-class rôtisseur who for years had followed what was passed down to him by his grandmother which was to slow cook meat at low temperatures. With his passion for the stove and experience of over 35 years, he opened his restaurant in Paris called Arpège in 1986. A decade later, the restaurant earned three Michelin stars, an honour he has held onto ever since. By 2001, he had adopted a meat-free menu which became popular during a time when the global trend was to cook with vegetables, less protein, less meat and less fish.

Now Passard will be working with the luxury goods brand Louis Vuitton to open a pop-up flagship restaurant in Seoul, Korea. Passard is known for optimising the colours, scents, and flavours of the vegetables he uses by prioritising both seasonality and locality. As a pioneer who brings vegetable-centric menus to fine dining, he is renowned for introducing naturalistic dishes, satisfying the five senses while incorporating seasonal changes. “Alain Passard at Louis Vuitton” will open on the fourth floor of the Maison with a garden-themed ambience.

Speaking about this new collaboration, Passard said, “The curved windows of Louis Vuitton Maison Seoul remind me of the greenhouses we have in our gardens in France. The pop-up restaurant will be a place to discover the real flavours of September and October with fresh products and waiters dressed as gardeners.” Also, he added, “when I first arrived in Korea, I had the opportunity to discover various Korean products like local vegetables, fishes, and shellfish, and I was amazed by all of them. I hope this pop-up restaurant can become an opportunity to get closer to the Korean culture that I love.”

Alain Passard at Louis Vuitton

Louis Vuitton’s first pop-up restaurant concept began in May this year with Korean-born French Chef Pierre Sang Boyer, which quickly rose in popularity and praise for offering a culinary journey backed by a one-of-a-kind dining experience, unique space and beautiful artwork. With its success, Alain Passard at Louis Vuitton will also be offering clients unique experiences through the blend of fine dining and an exceptional setting. The natural wood and rattan furnishings will be completed by natural light that shines through the curved glass windows of the building designed by one of the most esteemed names in architecture, Frank Gehry.

The Espace Louis Vuitton Seoul has been supporting cultural and artistic activities through the Fondation Louis Vuitton Hors-les-murs programme, showcasing exhibitions with pieces by world-famous artists, including Alberto Giacometti, Gerhard Richter, and Andy Warhol.

Alain Passard at Louis Vuitton will run from September 17 through October 29 at Louis Vuitton Maison Seoul (4th floor, 454 Apgujeong-ro, Gangnam-gu, Seoul, Korea).

Photos: Louis Vuitton

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