Cover A luminous tribute: Suspended like lanterns throughout the Seoul destination, these trunk columns are meticulously crafted from traditional Korean hanji paper, blending the Louis Vuitton's Monogram heritage with local artistry
A luminous tribute: Suspended like lanterns throughout the Seoul destination, these trunk columns are meticulously crafted from traditional Korean hanji paper, blending the Louis Vuitton's Monogram heritage with local artistry
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Lisa, J-Hope, and Felix join Louis Vuitton for the grand opening of Visionary Journeys in Seoul—a 6-storey immersive world at Shinsegae The Reserve
Tatler flew to Seoul on December 3, 2025, for the grand opening of Louis Vuitton’s Visionary Journeys Seoul, a new retail destination within LV The Place at Shinsegae The Reserve— a reimagined area within the famed Shinsegae department store in downtown Seoul. The city’s sharp -9°C weather was no match for the heat generated at the star-studded event. The six-storey destination showcased 200 meticulously curated pieces and traced the Maison’s evolution from visionary trunkmaker to global arbiter of style.
South Korea’s biggest stars including Lisa of Blackpink, J-Hope of BTS, and Felix of Stay Kids joined the Maison's inner circle for the grand unveiling wrapped in looks designed by Nicolas Ghesquière, artistic director of the brand’s women’s collection and Pharrell Williams who helms the men's collections.
Above Lisa of Blackpink, J-Hope of BTS, and Felix of Stay Kids at the grand opening
Lisa of Blackpink, J-Hope of BTS, and Felix of Stay Kids at the grand opening
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Before the main event, those lucky enough to score an invite attended an audience with makeup mogul Pat McGrath, who flew in for the occasion. The creative force of La Beauté Louis Vuitton was, expectedly, iconic. She told guests “It’s so wonderful to be here today and see everybody try on the incredible formulas, [see our] beautiful packaging and share this whole world of accessories with you all.” The brand’s beauty collection debuted in August 2025 with 55 lipstick shades, ten balms and eight eyeshadows. Guests played with colours via sleek screens, but the true object of desire were the monogrammed trunks staged as fashionably-filled makeup cases.
Read more: Blackpink's Lisa brand ties and collaborations, from Amazing Thailand to Louis Vuitton
Above The Origins room at LV The Place Seoul traces the 1896 birth of the iconic Monogram canvas, navigating through six defining chapters that transformed a visionary trunkmaker into a global style arbiter
The Origins room at LV The Place Seoul traces the 1896 birth of the iconic Monogram canvas, navigating through six defining chapters that transformed a visionary trunkmaker into a global style arbiter
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Then came the main act. The “Louis Vuitton Visionary Journeys Seoul” began in the mesmerising Trunkscape room—a tunnel lined with iconic hat boxes—before spiralling upwards through immersive spaces conceived with architect Shohei Shigematsu OMA, the Office for Metropolitan Architecture, that blurred the boundaries between retail, museum and sensory theatre. The Origins room traced the 1896 birth of the Monogram canvas through six defining chapters, whilst Packing Fashion revealed the elegant symbiosis between wardrobe and voyage. In Transports, heritage was showcased alongside Pharrell Williams' vibrant newer collections—classic Monogram exploding into kaleidoscopic colour and pattern. Each floor revealed another chapter: vitrines showcasing iconic Speedy and Alma bags reimagined by previous artistic directors Marc Jacobs, Virgil Abloh and Kim Jones; luminous trunk columns crafted from traditional Korean hanji paper suspended like lanterns; and the Workshop room where supple leathers and brass fittings became protagonists in Louis Vuitton's narrative.
Read more: Louis Vuitton marks 130 years of the monogram with heritage icons and capsule collections
Stray Kids’ Felix explores the immersive galleries at Shinsegae The Reserve, embodying the bold, forward-thinking aesthetic of the Louis Vuitton universe
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Following acclaimed openings in Shanghai and Bangkok, Seoul's iteration was triumphant— a vertical universe where commerce, culture and craft converged under one roof. It highlighted the future of luxury retail—immersive, experiential and utterly unforgettable. The sentiment was echoed by renowned artist and longtime collaborator Takashi Murakami who praised Louis Vuitton for constantly thinking outside of the box. LV The Place Seoul is far more than a store; it is a manifesto—and reminds us that true luxury lies in the relentless energy to think new— and to think ahead.
Jerrie’s expertise is rooted in the luxury marketing landscape, where she has spent her career shaping brand stories. Having contributed to every top-tier media organisation in Hong Kong and led campaigns for renowned fashion maisons and international brands, she offers clients and readers an unparalleled view of media strategy, digital presence, and communications.
