The new Louis Vuitton Seoul flagship store has opened, its design a collaboration with renowned architects Frank Gehry and Peter Marino. Located on Cheongdam-dong Avenue in the Gangnam district, Louis Vuitton Maison Seoul features Korean culture-inspired elements, including the Hwaseong Fortress, the swooping movements and white costumes of the traditional Dongnae Hakchum crane dance while maintaining the Gehry-designed curved glass structure inspired by the Fondation Louis Vuitton in Paris.

“What struck me when I first visited Seoul about 25 years ago, was the relationship between the architecture and the natural landscape. I still remember clearly the powerful impressions I had stepping from the garden of Jongmyo Shrine,” said Frank Gehry. “I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture.” 

Designed by Marino, the interior of the store is divided into different areas. The basement and first floor are used as ‘retail universes’, offering mens and womens collections including ready-to wear, leather goods and accessories. The next upper floors feature a private space and an enclosed terrace for intimate dinners and events or exclusive appointments. The top floor is an exhibition zone called Espace Louis Vuitton Seoul, displaying eight emblematic sculptures by Giacometti, that belong to the Collection, including L’homme qui chavire (1950) and Grande Femme II (1960).

‘The interior spaces were designed with a ‘Miesian’ rigour to more strongly emphasise the billowing energetic sculptural quality of Gehry’s exterior,” said Marino. The interior stone flows in from the exterior. The dynamism of the rectangular volumes cleanly contrasts with the baroque glass shields of the building.’