Retail in Asia


Louis Vuitton to open fourth pop-up restaurant in Seoul

French luxury house Louis Vuitton has announced the opening of Woori, its fourth pop-up restaurant in South Korea, from November 17 through February 8, 2024.

SEE ALSO: Louis Vuitton to bring men’s pre-fall show to Hong Kong, parent LVMH reports global slowdown

Meaning “collaboration” in Korean, Woori will be housed within the Frank Gehry-designed Maison Louis Vuitton in Seoul’s Gangnam district. The restaurant will present an immersive gastronomic journey that “celebrates Korean culture, history, and national pride.”

Louis Vuitton’s previous restaurant pop-up. Source: Louis Vuitton

Louis Vuitton previously enlisted chefs Pierre Sang Boyer (of Pierre Sang restaurant in Paris), Alain Passard (three-Michelin-starred L’Arpège in Paris) and Jeremy Chan (two-Michelin-starred Ikoyi in London) to introduce its pop-up culinary experiences in Seoul.

Source: Louis Vuitton

Woori marks the first time the fashion house is collaborating with local Korean talent: Cho Hee-sok, chef-owner of the one-Michelin-starred Hansikgonggan and Asia’s Best Female Chef in 2020, who joins forces with fellow Korean chefs to showcase and elevate the artistry of Korean cuisine.

SEE ALSO: Louis Vuitton rolls out pop-up bookstores in Shanghai, coinciding with LVMH chief’s China tour

Woori is also set to feature Korean head chefs Cho Eun-hee and Park Sung-bae from Onjium; chef-owner Kang Min-goo from the modern Korean fine dining establishment, Mingles; and pastry chef Eunji Lee from the Korean- and French-inspired dessert boutique, Lysée.