Louis Vuitton’s latest retail venture, its largest flagship in the world to date, was unveiled on Wednesday at Shinsegae The Reserve in downtown Seoul — the new venue, spanning six floors, houses retail spaces, a large-scale exhibition gallery, beauty counters and dining destinations under one roof.
On opening night, the experimental retail space was transformed into a cultural playground of fashion, music and art. Guests included J-Hope of K-pop group BTS, Lisa of Blackpink, Felix of Stray Kids, actors Gianna Jun, Gong Yoo and Mina Shin, and “Squid Game” stars Ho Yeon and Jian Won.
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“I personally visited the ‘Visionary Journeys‘ exhibition in Osaka, so I already had a strong appreciation for the concept — and seeing it brought to life here in Seoul, in such a meaningful space, feels really special,” J-Hope told WWD.
“When I first walked in, the scale of it was so grand and impressive — every space felt meaningful. The Music Room really stood out to me. The use of mint tones — a color palette I’m naturally drawn to — made a strong visual impact, and having music integrated into the space made it feel even more meaningful,” he added.
J-Hope arrived in a warm neutral look — tailored jacket, wide-leg trousers — that set a subtle backdrop for his footwear. His exclusive pink suede take on Louis Vuitton’s Buttersoft featured a hairy, textured suede upper in a warm rose pink tone, contrasted with smooth leather heel tabs in soft pastel peach. White piping outlined the oversize LV initials appliquéd along the sides, while a layered retro-runner sole incorporated hints of pink above the tread for a vintage, 1960s-style nod. A miniature Monogram-canvas hangtag added a collectible finishing touch.
Priced at 2,850,00 South Korean won, or around $1,950, the sneaker collaboration will be released March 20 in South Korea before rolling out globally in May.
Meanwhile, fellow K-pop powerhouses shared the spotlight. Lisa turned heads in a sheer, flowy gown with sculptural sleeves and black contouring that traced the lines of her silhouette — the ethereal look was contrasted by her full, wavy hair, which gave the ensemble a soft edge.
Dressed in crisp white head to toe, Felix paired tailored flared trousers with a structured jacket cinched by metallic LV hardware, lending a futuristic polish.
“I thought everything was very magical. It felt like I was stepping into another dimension,” said Felix. “But one of the pieces that really took my eye was the Music Room and also the Fashion Room that are both connected. Seeing the vinyls and seeing the piece that I wore during the runway and seeing Nicolas’ pieces, everything was very, how do I say, memorable,” he said, referring to Louis Vuitton’s artistic director of women’s Nicolas Ghesquière.
When asked about expressing his artistry through fashion, he said it inspires a lot of confidence. “On stage, as an artist, it brings me a lot of confidence. It truly helps me express the kind of music that I want to express on stage,” said Felix.
Beyond the runway-ready guest list, the night also highlighted Louis Vuitton’s newest category expansions.
LV The Place Seoul showcases everything from clothing and leather goods to perfume and makeup — the latter being the house’s most recent chapter.
Makeup artist Pat McGrath, creative director of La Beauté Louis Vuitton that launched in August, was in attendance — underscoring the brand’s ambitions in the beauty space.
“I’m so happy. I’m so excited to be in South Korea for the first time, to be here for LV Visionary, to be here at The Place for the first time,” McGrath told WWD while in line for cocktails powered by Bar Cham — one of Seoul’s trendiest bars.
“I just see the wonders and it just looks magnificent. Seeing all the artisans’ work, seeing how everything pulled together. Our beauty counter is so exquisite and I want everyone to come enjoy The Place,” McGrath added.
Art and personalization were woven throughout the evening. At one station, guests got their caricatures drawn; at another, they chose from a selection of customized key chains featuring maedeup, the intricate traditional Korean knot technique. At a table next to it, crafts artists demonstrated leather-goods embossing in real time.
A frequent house collaborator, artist Takashi Murakami drew crowds as he took selfies with fans and sketched and signed directly onto Monogram Multicolore bags of several lucky guests, turning archival icons into one-of-a-kind collectibles.
The opening resonated strongly with Korea’s fashion community.
“Honestly, I was really surprised. When international brands launch in Korea, they don’t usually come in person — but seeing them elevate our culture like this is remarkable. Launching at this scale, in Korea, and on the world stage — it’s truly impressive,” said veteran designer Lie Sang Bong. “I hope that as a leading global brand like Louis Vuitton continues to merge with Korean artists and cultural elements, it will help elevate our fashion to the next level.”
Lie was accompanied by his son and fellow designer Chung Chung Lee, who described the moment as energizing for the industry. “It feels incredible that a global brand is opening its largest store in the world here in Korea. As a designer working in Korea, I’m hopeful that this will also help K-fashion grow and move forward together.”
Indie musician Hwang Soyoon of rock band Se So Neon echoed the sentiment. “I honestly didn’t expect the scale to be this big — there are elements more spectacular than many exhibitions I’ve seen, and I’ve been walking around in awe,” she said, taking an evening off between her world tour dates.
Other VIPs in attendance included designer Victor Glemaud and husband Jacques Flies, ambassador of Luxembourg to Korea; TV personality Dex, and Lim Sae-ryung, vice chair of Daesang Group.
And while the night was filled with art, fashion and star power across six floors, the opening offered a preview of what’s to come — luxury craftsmanship meeting Korean creative influence at the heart of Seoul.
The Place Seoul lives inside The Reserve, which is part of department store group Shinsegae’s renovated luxury complex in the popular shopping district of Myeongdong.
It is the latest hybrid retail project in Asia following LV The Place in Bangkok, which opened last year, and The Louis in Shanghai, which bowed in June.
The Seoul location stretches over 53,720 square feet, including 33,600 square feet of retail, a record 12,175 square feet of exhibition space and a rooftop restaurant helmed by Michelin-starred chef Junghyun Park.
Pietro Beccari, chairman and chief executive officer of Louis Vuitton, said the location would function as a test site for future megaflagships designed to reflect Vuitton’s status as a cultural brand.
In tandem with the opening in Seoul, Vuitton is gearing up for the Dec. 19 inauguration of its Maison Louis Vuitton store in Beijing’s Taikoo Li Sanlitun, a high-end shopping destination developed by Swire Properties.
Designed by renowned architect Jun Aoki, the building will feature the city’s first Louis Vuitton Café, making it the third mainland China location to offer a Vuitton-branded dining experience after The Hall in Chengdu and The Louis in Shanghai.