Perched high on prestigious Cheongdam-dong avenue in the Gangnam district, the new Louis Vuitton flagship store in Seoul marks a spectacular collaboration with architects Frank Gehry and Peter Marino.

The new Louis Vuitton Maison Seoul celebrates the strong connection between the Maison and Korean culture. Evoking the shape of the Fondation Louis Vuitton in Paris, the building by Frank Gehry at the same time draws inspiration from elements in Korean architecture and culture, such as the Hwaseong Fortress or the swooping movements and white costumes of the traditional Dongnae Hakchum crane dance.

“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,” Frank Gehry said, adding “I am delighted to have designed Louis Vuitton Maison Seoul, reflecting the traditional values of the Korean culture.”

Spanning five floors, the building offers a total immersion into the different Louis Vuitton universes and collections. Vast volumes enabled Peter Marino to give free rein to his imagination in designing contrasting spaces, from a twelve-meter high entrance to intimate lounges.

Smaller, private salons around the main atrium create an intimate shopping experience, a feeling carried through to the second floor and third floor, which offers a private space and an enclosed terrace for intimate dinners and events or exclusive appointments.

The Louis Vuitton flagship store in Seoul is a striking space that displays both objects from Louis Vuitton archives and contemporary creations for a unique experience amidst a wordless dialogue between past and present.