Last weekend, Louis Vuitton opened its newest and arguably most impressive space inside Shinsegae Department Store — a six-floor multipurpose destination that brings retail, cultural programming, and dining together under one roof. Titled “Louis Vuitton Visionary Journeys Seoul,” the project is located within “LV The Place Seoul, Shinsegae The Reserve” in Jung-gu and reflects the house’s ongoing effort to move beyond traditional luxury retail.

From the moment the doors opened, the atmosphere felt closer to a grand exhibition than a store launch. Each level offered a different immersion into the Louis Vuitton universe, blending fashion, art, culture, and curated experiences. And judging by the crowds outside and the number of celebrities invited, it’s clear LV intended this opening to be a major statement moment in Seoul.

Propaganda Studio is a commercial photography and video agency that produces Marketing and PR photography and Film in Asia. Get in touch with us!