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Louis Vuitton opens Seoul flagship store

French luxury maison Louis Vuitton has inaugurated its latest global flagship store in Seoul.

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The Paris-headquartered Louis Vuitton opened the South Korean location on 30 October, along the capital’s high-end Cheongdam-dong Avenue in the trendy Gangnam

Dubbed Maison Seoul, the new Louis Vuitton store marks the brand’s continued collaboration with architects Frank Gehry and Peter Marino.

Covering five floors of retail space, the lower level features men’s ready-to-wear, leather gods, shoes and travel items, surrounded by light walls and floors.

Upstairs, a glass vestibule on the first floor opens directly onto a space devoted to women’s collections, including ready-to-wear, leather goods, accessories and fragrances.

The main atrium also boasts smaller, private salons, creating an intimate shopping experience. Likewise, the second floor and third floor offers a private space and an enclosed terrace for intimate dinners, as well as events or exclusive appointments for VIP Seoul shoppers.

LV Seoul
Source: Louis Vuitton

The store exterior has been designed as a curved glass structure, reflective of the Fondation Louis Vuitton in Paris, which was also designed by Frank Gehry.

Korean culture and architecture have been incorporated, including the Hwaseong Fortress and the white flowing costumes worn by traditional Dongnae Hakchum crane dancers, all adding to the France-meets-Korea look and feel of the store.

“What struck me when I first visited Seoul nearly 25 years ago, was the relationship between the architecture and the natural landscape. I still remember clearly the powerful impressions I had stepping up from the garden of Jongmyo Shrine,” Gehry said, in a press release, when talking about the store.

“I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture.” Outside the retail sphere, the building’s fourth floor, called Espace Louis Vuitton Seoul, serves as an exhibition space dedicated to showcasing art from the Louis Vuitton Foundation’s collection.

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For the inaugural exhibition, the foundation is showing eight Alberto Giacometti sculptures, Louis Vuitton said.