On October 30, 2019, Louis Vuitton inaugurated a new boutique in Seoul, South Korea. Located on the heights of the prestigious Cheongdam-dong Avenue in the Gangnam district, it is the expression of a new and prodigious collaboration with the famous architects Frank Gehry and Peter Marino who both conceived it as an ode to the Korean culture and heritage. This undulating glass structure, Frank Gehry's first creation in South Korea, is reminiscent of the Louis Vuitton Foundation in Paris.
The Louis Vuitton House Seoul store celebrates the close ties that unite the House with Korean culture. Reminiscent of the silhouette of the Louis Vuitton Foundation in Paris, Frank Gehry's building is inspired by elements of Korean architecture and culture such as the Hwaseong Fortress, built in the 18th century.e century, or the plunging movements and immaculate costumes of Dongnae Hakchum dancers, traditional dance.
"During my first visit to Seoul almost 25 years ago, I was particularly struck by this deep interconnection between nature and architecture. I still remember perfectly the strong impression I had on the garden of the Jongmyo Shrine, "says Frank Gehry. "I am very happy to have designed Louis Vuitton Maison Seoul, a modern metaphor for the ancestral values of Korean culture," adds the architect.
The curved glass, which Frank Gehry made his trademark and which was used for the exterior structure of the Louis Vuitton Maison Seoul store, gives the building a poetic charm echoing a feeling of weightlessness.
© Louis Vuitton
Built on five floors, the building offers complete immersion in the multiple universes and collections Louis Vuitton. Its vast volumes have allowed Peter Marino to give free rein to his imagination and to design spaces with contrasting dimensions, from the 12-meter high entrance hall to more intimate lounges.
Entirely dedicated to men, the lower ground floor of the store will unveil creations of ready-to-wear, costumes, shoes as well as leather goods and travel in a peaceful and bright. On the upper ground floor, the glass hall leads directly to a space dedicated to women's collections, from ready-to-wear to leather goods, accessories and perfumes.
Arranged around the main atrium, small private lounges offer a more private experience; a feeling extended to the first and second floors by a privatized private space and closed terrace for a dinner or small-scale event, or an exceptional meeting.
Louis Vuitton Maison Seoul is a unique space where archival objects and modern creations come together to put the customer experience at the heart of a subtle discussion between past and present.
© Louis Vuitton