Heritage French fashion brand Louis Vuitton just outfitted its “Visionary Journeys” experience in Seoul, Korea, for fashion lovers and enthusiasts.

The experience is now open at the brand’s new six-story storefront, “LV The Place Seoul at Shinsegae The Reserve” – which opened earlier this month. The three-floor experiential exhibit is a visual adventure that’s both educational and inspiring. While roaming, visitors will be enveloped in Louis Vuitton’s trajectory from a luxury trunk maker to the leading “House of Culture” that it is today. The experience gives visitors a look at how the brand’s imprint extends beyond fashion, into music, home goods, lifestyle, and more.

Among the themed spaces are ones dedicated to the brand’s history of personalization and its monogram. Globally renowned architect Shohei Shigematsu helped design the experience’s eye-catching and mind-bending signature rooms. Of course, guests can also expect to see unique archival LV offerings.

What Else Is There To Know About The Louis Vuitton “Visionary Journeys” Experience In Seoul?

The unveiling of the fashion house’s new experiential exhibit in Seoul comes ahead of the 130th anniversary of its monogram next year. Though admission is free for those who want to wander through the experience, visitors must make a reservation.

“In the vibrant heart of Seoul, a travel narrative continues,” Louis Vuitton wrote in text shared on Instagram, along with photos of the Visionary Journeys experience.

“Venture through signature rooms, where Louis Vuitton creations, past and present, trace a living dialogue shaped by travel and craft,” the brand added in the post’s caption.

Louis Vuitton has additionally showcased Visionary Journeys in Shanghai, Osaka, and Bangkok. In addition to the museum-like experience and its shopping area, Seoul’s newest store boasts places to wine and dine. It’s home to a French-Korean fusion café perfect for teatime in between shopping. Moreover, for foodies who also love fashion, the site has its own chocolate shop that offers sweet treats inside iconic LV boxes. Also, on the sixth floor, visitors can enjoy the onsite fine dining helmed by James Beard Award–winning chef Junghyun Park.

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