Louis Vuitton and Junghyun Park Present Dining at Seoul Flagship
In Seoul, Louis Vuitton extends its retail architecture into hospitality, embedding a restaurant within its newly opened flagship at Shinsegae Department Store. The six-floor structure forms part of Visionary Journeys Seoul, a layered environment where retail, exhibition, and dining converge into a unified spatial narrative. At its apex, JP at Louis Vuitton occupies the rooftop, positioned above the city skyline and conceived not as a standalone venue but as the culmination of the Maison’s immersive journey.
Designed by Hugo Toro, the restaurant interior unfolds in a linear, carriage-like sequence that divides the dining room into intimate compartments, suggesting both movement and privacy. The material palette draws from Korean craft traditions, incorporating bespoke carpets and ceiling motifs inspired by historic architecture. Warm tonal hues soften the space, contrasting with the reflective openness of Seoul’s sky visible from the rooftop, creating a dialogue between interior craftsmanship and the surrounding urban atmosphere.
The culinary direction is led by Junghyun Park, whose New York restaurant Atomix holds two Michelin stars, marking his first project in Korea. The menu centers on Korean cuisine interpreted through a refined fine dining lens aligned with Louis Vuitton’s global positioning. Adjacent to JP, Le Café Louis Vuitton offers a more relaxed yet equally curated experience, continuing the brand’s established café format. Throughout the flagship, visual installations and archival references integrate with structural elements such as hanji-covered columns and seakdong-inspired color sequences, reinforcing a continuous narrative where gastronomy, design, and heritage operate as one cohesive expression.
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